“...I want more bright colors and colors”: what city do young people like? (Perm case)

The article examines the ideas of modern youth about a comfortable city, including such components of this construct as the improvement of the urban environment, the availability of places for leisure and recreation, the aesthetic design of urban public spaces and much more. The article is based on the results of a field study conducted in Perm in 2022 among young people using focus groups and a mass quantitative survey. The study showed that the content of a request for a city from young people can vary greatly depending on the place of permanent residence of young people in the city (center or urban periphery), their age and type of employment. The authors come to the conclusion that the good improvement of the city, its bright design, diverse and rich cultural life are an important factor when choosing a city as a place for educational, and subsequently labor migration.