SUMMARY.   R. Abramov, A. Zudina People-XXI as reflexive сonsumers: the sociological analysis of the consumer potential   Present article is intended to cover the findings of the survey People-XXI carried out in 2009 by the "Public Opinion" Fund. The major goal of research was the investigation of a specific Russian population group, whose prominent features were self-dependence, achievement focus and the ability to mobilize educational, social and financial resources. The paper touches upon one of the most vivid forms of People-XXI self-actualization - the world of consumption, in which they appear as genuine leaders and innovators. The relatively high level of income and consumer curiosity contribute to their salient role as customers in such spheres as food, clothes, footwear, expensive goods and automobiles, making them one of the most attractive target groups on the Russian market.