Due to large scale transformations in modern society, serious changes have occurred in the lifestyle of Russian people. Said changes have affected both the material and the moral-value side of modern life. This article examines the recently established trend towards following expert opinion when making choices and decisions, both when it comes to the consumer and the professional aspect of the life of young and middle-aged Russians. An increased amount of information and a fast pace of living have increased professional and personal requirements when it comes to employment or joining a social group – including a family – which leads to an increased demand for expert opinion and consulting services. Additionally, this article examines styles and means of personal development as new social practices in modern society. The understanding of development as being a natural and spontaneous process gives way to a new approach towards personality formation as being a process of orderly and systematic development, it being a result of intentional adherence to expert opinion and attending various training seminars aimed at personal and professional growth. This article gives a short analysis of websites which offer consulting services in various fields of personal and professional life, while also evaluating premises and means of creating motivation for resorting to paid expert services in the field of personal growth, as well as the effectiveness of the services being offered. The author comes to the conclusion that there is relatively high demand for those consulting services offered by personal growth coaches, bloggers who cover the subject, personal trainers at gyms, leading YouTube channels, and opinion leaders on social media. Despite there not being a way to verify the results of these services, they still remain quite popular. Personal mentorship, having a personal trainer, coach, mentor, therapist or spiritual father is regarded by a certain group of the population to be an essential part of their lives, and is even elevated to being something of prestige.

personal development, training, coach, personal trainer, blogger

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