

By John Helmer
@bears_with
In Soviet days Russians were famous for not smiling, at least not in public. In private, smiling was strictly between consenting adults.
Now it is a marketing ploy of Sberbank — the state savings bank run by Yeltsin-era leftover, German Gref – to invite its customers to smile whenever they make payments. This combines several bank profit-making lures in two formulas — spending is more to smile about than saving; borrowing money you don’t have to spend is even more to smile about.
The bank is also selling facial recognition technology to reduce its cost of securing computer and smartphone transactions and cutting the compensation it must pay out for fraud. About that, Gref’s advertisement for the smile-as-you-pay scheme shows a popular television actor who plays a fraudster who is smiling because he has reformed himself and is spending money he hasn’t stolen.
So, are Russians happy because they are convinced their money is secure? Or are they smiling to con the bank that the money they are spending will not be paid back?
According to President Vladimir Putin a few days ago, telling Central Bank Governor Elvira Nabiullina to smile at a business conference: “Elvira Sakhipzadova, I’ll give you my word now. You see, smiles too, mean everything is all right. Everyone is smiling, everyone is in a good mood.”
Asking Russians if they feel happier these days, when the country is at war, is not as straightforward as several of the NATO warfighting countries may believe. This is because Russians have long been far more anxious about the threat of war than the populations of those countries fighting Russia. Russians know their history better and remember the past more accurately than the President of the United States and the Prime Minister of the United Kingdom.
According to the independent national pollster Levada Centre of Moscow, “since 1989, the main fears of Russians remain the diseases of loved ones (51% in April 2025), war (48%), and loss of employment due to illness or accident (38%). Also, one in four are afraid of old age and helplessness (27%), natural disasters (26%), and poverty (24%)…In recent years, respondents have become less afraid of illness among loved ones (decrease by 7 percentage points since July 2019); poverty (decrease by 15 percentage points since February 2021); the arbitrariness of the authorities (decrease by 11 percentage points since July 2019), and revival of mass repression (decrease by 6 percentage points since February 2021).”
Fear of war is on the rise in Europe, but this apprehension is still less than half the Russian level. Americans, by contrast, are much more anxious about domestic violence at home than war abroad.
Russians are measurably happier than Americans with the direction they think the country is taking. According to Levada’s last poll, “in February 2025, the mood of Russians improved slightly compared to the end of last year and the beginning of this year: the majority of respondents (68%) have been in a normal, calm state in recent days. Since the last measurement in January, the proportion of those who experienced tension, irritation, and fear or melancholy has slightly decreased (to 16%), and the proportion of those who were in a good mood has slightly increased (to 15%).”
“As the experience of recent years shows”, VTsIOM — the All-Russian Centre for the Study of Public Opinion – reports “the level of happiness demonstrates amazing resilience to external shocks. Let’s recall the pandemic. Contrary to the pessimistic forecasts, it did not discourage Russians: in April 2020, shortly after the introduction of the first coronavirus restrictions, the level of happiness was close to today. Moreover, until the end of 2020, the indicator didn’t fall below 80%; this partly indicates the psychological strength of our fellow citizens.” VTsIOM is state owned and contracted.
What Russians tell pollsters by telephone or face to face isn’t quite, much less all, they are feeling.
Three measurements of how they act are more revealing: that’s how much alcohol Russians drink; what painkiller tablets they swallow; and what the pharmaceutical companies report to be the volume of their sales of anti-depressant drugs. Since the Covid pandemic began in 2020 and ended in 2021, and then the Special Military Operation commenced in February 2022, the figures show that vodka consumption is almost unchanged but whisky, brandy (cognac) and cocktail mixes are on the rise. Painkillers and analgesics are falling in volume of off-the-shelf sales. But by contrast, doctors’ prescription sales of anti-depressants have hit an all-time record high in 2024; the consumption through February of this year has been growing at a rate of between 15% and 17%.
This is either a dramatic change in the Russian mind; or it’s a revolution in the Russian treatment of pain; or it’s the result of more money, more doctors — more smiles at the bank, as Putin recommended.
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