The introduction describes the concept in the "hard"and "soft" sciences.
The paper analyzes the main trends of consumer markets in the post-crisis period. Particular attention is paid to the manifestation of global trends in Russia. The increasing value systems and lifestyle fragmentation leads to changes in even such fundamental elements of the human society as gender differentiation and models of family life. The growth of popularity of the economical consumption model is accompanied by a drop in loyalty to brands, as well as by increasing popularity of downshifting and minimalism. In these circumstances, those productsthat are able to take immediately into account several consumption trends and offer complete solutions have the best commercial prospects.