In 2024, the Russian Federation became the chair country of BRICS.

In connection with this event, a presentation of the research results titled “The Image of Russia and BRICS in the Perception of Youth in BRICS Countries” will be held.

The research was conducted as part of a state assignment from the Ministry of Science and Higher Education of the Russian Federation titled “Smart Civilization.” The project is curated by the Center for “Knowledge Diplomacy” at the Russian State University for the Humanities, along with the non-profit organization “Smart Civilization,” and executed by the non-profit organization Development Center “NEW ERA.” Partnering universities and major youth NGOs from abroad also participated.

The research and analytical team managed to identify how youth perceive the future image of BRICS, as well as their perceptions of BRICS and Russia among the youth of Brazil, Russia, India, China, and South Africa. The desired formats for cooperation between young people from BRICS countries were determined, as well as foreign youth’s views on the culture and achievements of Russia.

This study is the most extensive and unprecedented conducted among this target audience. It was carried out under the state assignment from the Ministry of Science and Higher Education of the Russian Federation.

Research Objectives:

• To define the image of BRICS in the perception of youth in BRICS countries;
• To define the image of Russia in the perception of youth in BRICS countries;
• To identify the key values of youth in BRICS countries;
• To determine the desired formats for cooperation between youth in Russia and other BRICS countries;
• To identify the desired formats for cooperation among youth in BRICS countries;
• To understand BRICS youth’s views on the culture and achievements of Russia.

The research was conducted in 2024 in the native languages of respondents in their countries of residence.

Formats: Qualitative (focus groups) and quantitative (surveys) with a total coverage of 5,500 respondents:

• 1,100 people in Brazil (1,000 surveyed, 100 in focus groups);
• 1,100 people in Russia (1,000 surveyed, 100 in focus groups);
• 1,100 people in India (1,000 surveyed, 100 in focus groups);
• 1,100 people in China (1,000 surveyed, 100 in focus groups);
• 1,100 people in South Africa (1,000 surveyed, 100 in focus groups).

Target Audience:
Young people aged 18–35 who are studying in colleges and universities, as well as working youth from BRICS countries.

The focus group methodology allowed for engaging youth while ensuring psychological openness and creative involvement.

Respondents in focus groups were presented with a choice from a set of “lines” of symbolic characteristics based on the principle “If this, then what.”

Examples of “lines” of characteristics for the image of a country and BRICS:

• “If Brazil/Russia/China/India/South Africa/BRICS now is a symbol, what is it?”;
• “If Brazil/Russia/China/India/South Africa/BRICS of the future is an animal, what is it?”;
• “If Brazil/Russia/China/India/South Africa/BRICS now is a musical genre, what is it?”;
• “If Brazil/Russia/China/India/South Africa/BRICS of the future is a profession, what is it?”

The results of the research show that today a large number of international organizations are of interest to youth. Even in cases where their states confront certain countries or international organizations, young people continue to view all institutions as potential opportunities to gain additional factors for the development of their countries. For example, 69% of Russian youth are interested in developing cooperation with the EU—this is a clear example among the youth of each BRICS country.

However, there are international organizations that represent the greatest interest for youth. Among them is BRICS, which has become one of the most attractive organizations for youth from Brazil, South Africa, China, Russia, and India according to the research results.

In developing cooperation with BRICS, 97% of Brazilian youth are interested, along with 94% from South Africa, 88% from China, 80% from Russia, and 61% from India.

The youth of BRICS countries identified interesting formats for cooperation among BRICS countries across various spheres of activity.

Among the most interesting formats worth highlighting are:

Culture (book exchanges, joint exhibitions, theatrical performances, etc.), student exchanges and joint educational programs (lectures, training sessions, etc.), business and investment, diplomatic cooperation.

Respondents were asked to describe the image of BRICS today and the future of BRICS. When describing contemporary BRICS in each country, the most popular descriptive words included: strength, development, influence, cooperation, intelligence. In describing the future of BRICS, the leading terms were: development, leadership, unity, innovation, power, strength.

When analyzing the perception of BRICS among the youth of Brazil, South Africa, China, India, and Russia, several prominent positions emerged:

• BRICS is an organization that unites countries with rich histories and cultures; some are engines of the global economy. Therefore, the union will gain momentum in development and gradually become a leader on the world stage.
• BRICS is an organization that represents countries perceived by Western nations as inherently weak; however, through their collaboration within BRICS, these countries have the opportunity to change this perception and contribute to strengthening a multipolar world.

In the survey, respondents were presented with a range of images representing Russia (friend, partner, leader, competitor, opponent, etc.). Images that convey a positive evaluation received the most support from respondents. Thus, one of the most popular images among the youth in BRICS countries was “Russia is our friend.”

This image is supported by 91% of Brazilian youth, 88% of Chinese youth, 77% of South African youth, and 52% of Indian youth.

Against the backdrop of all countries, perceptions of Russia and BRICS are consistently lower in India compared to others; however, the group of people in India who view Russia and BRICS positively cannot be considered small.

At the same time, there is a segment of youth in each BRICS country that perceives Russia as a competitor. Approximately 35% of Indian and South African youth see Russia as a competitor; another 27% of South African youth find it difficult to give a definitive answer, while in India this figure reached 33%. The proportion of respondents with a similar stance in China and Brazil is lower: 17% of Chinese youth and 6% of Brazilian youth view Russia as a competitor, with 25% and 11%, respectively, unsure how to respond.

Respondents also evaluated the development of their countries’ relations with Russia, assessing whether they are progressing in the right direction. A significant majority of youth in BRICS countries believe that their nations’ relations with Russia are developing positively (82% of Chinese youth, 76% of Brazilian youth, 72% of South African and Indian youth). In this context, it is important to note the interest in increasing cooperation with Russia among BRICS youth—92% of Brazilian youth, 91% of Chinese youth, 83% of South African youth, and 54% of Indian youth emphasize the necessity for this.

Regarding student exchanges and education in Russia overall, the youth from BRICS countries express a potential desire to study in Russia: 83% of South African youth, 69% of Chinese youth, 65% of Brazilian youth, and 46% of Indian youth.

In the positive image of Russia, two key factors play a crucial role:

1. The widespread recognition of Russia’s key achievements forms the basis for its positive image (Russian hackers and scientific discoveries, ballet, literature, military achievements, accomplishments during the Soviet era, etc.);
2. The focus on developing a multipolar and more just world order is particularly appealing to the youth from BRICS countries.

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