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Russia seems to be a separate phenomenon for researchers and scientists in Europe. It happens due to several facts: the country emerged from the Soviet Union quite recently, has a huge territory that extends also to the East and leads not only to all kinds of diversity but also to a strong divide in the society. All of the above affects any research held in Russia.

With a total population of around 145 million Generation Z amounts only 35 million people. Unlike some European countries, Russian Generation Z is considered to be born in 2000. That leads us to two important points. First, this generation was born in Russian Federation and its members do not identify themselves with Soviet Union in any way. Second, they were raised at permanent Putin’s presidency, meaning he was the main ruler of the country since 2000, so Generation Z in Russia may be justly called ‘The Putin Generation’.

This chapter offers three key conclusions. First of all, Generation Z in the European sense (technologically educated progressive young people) can only be discovered in the largest cities in Russia. The other part of the country might not be representative due to the lower level of living, digital divide and lack of changings. Second, the impact of traditions and traditional values in the society still forms the public opinion even among the youngsters. Third, the Generation Z in Russia might be called the generation of contradictions according to the results of focus groups and public surveys.

The rise of the digital era has greatly transformed communication, enabling it to transcend time and geographic boundaries. Generation Z grew up in this era and was exposed to a wide range of communication options, including in-app messaging, video calls, and social media platforms. Increased connectivity made possible by technological advancements has resulted in changes in communication etiquette and opened up more room for miscommunication. Despite heavily engaging in digital communication like text or in-app messaging, this generation still prefers to communicate face-to-face.