Okkam Creative: the share of advertising with traditional values reached 60%
Companies in their advertising began to more often use images with traditional values, told Kommersant in Okkam Creative. Over five years, the share of such promotion from all advertising has increased from 32% to 60%.
Companies in their advertising began to more often use images with traditional values, told Kommersant in Okkam Creative. Over five years, the share of such promotion from all advertising has increased from 32% to 60%. In 2026, business used dignity, work, human rights and freedoms and the priority of spiritual over material.
The study included commercials for 2021 and 2026: a total of 234 ads with a total duration of 117 minutes were analyzed. The sample included the top 10 advertisers by cost in 2026 and also the top 10 advertisers in 2021. The assessment was conducted on 17 traditional values: life, dignity, human rights and freedoms, patriotism, etc. (based on the decree of the President of the Russian Federation No. 809 of November 9, 2022). In 2026, at least one of the 17 values is present in 93% of the analyzed videos of 2026, while in 2021 the share was estimated at 65%. Two values or more are twice as common.
In 2021, value more often became an understandable plot or brand promise: a strong family is caring and sharing, dignity is confidence and entrepreneurship, rights and freedoms are the possibility of self-realization. In 2026, the same images became more complex and personal. The distance between loved ones, return, memory, joint resource and imperfect relationships come to the fore. The family becomes not a picture of well-being, but a space that people support with common efforts.
At the end of 2026, Okkam expects the growth of the advertising market, taking into account e-com and retail media, by 20%, to 2.15 trillion rubles, and by the end of 2027 - by 22%. Growth in traditional segments at the end of this year will be 5%, to 1.8 trillion rubles.
Barbara Polonskaya
