In a bid to acclimate Russians to the prolonged fighting in Ukraine's Kursk region, Kremlin officials are attempting to portray it as a "new normal," according to sources close to the Putin administration and the government. Despite expectations that the conflict could persist for months, authorities are hesitant to cancel upcoming gubernatorial elections. Concurrently, Kremlin propagandists are preparing public opinion to accept the deployment of conscripts to border areas, while officials weigh the consequences of further mobilization.

Initial dismay among Russian elites to the Ukrainian Army's incursion into the Kursk region has subsided after two weeks, with an emerging sense of adaptability, sources revealed. Although uncertainties surrounding the extent and duration of the forces' border crossing initially prevailed, there is now a clearer understanding of the situation. The incursion, marked by the seizure of villages, remains an unwelcome and distressing event for the authorities.

A poll commissioned by the Kremlin indicated that the proportion of Russians perceiving a prevailing sense of "anxious mood" within their social circles increased by six points to 45% amidst the incursion. Considered relatively high by the administration, officials are hopeful that this figure will decrease swiftly. Cynically, one source suggested that such fluctuations in public sentiment were typical during times of shock, asserting that if the war were to cease, overall well-being would improve.

To expedite the process of normalization, the Kremlin is now enlisting propagandists to help Russians acclimatize to this "new reality." Recalling the term "new normal" previously used during the global pandemic and the onset of the full-scale war, officials believe its implementation is vital for the populace to perceive the ongoing conflict as a temporary deviation rather than an aberration. This intended narrative aims to evoke a sense of reassurance.

The key elements of this envisaged "new reality" by the Kremlin entail the acknowledgment that the enemy has indeed breached Russian territory, coupled with the belief that their defeat is inevitable. However, reclaiming the seized territories will inevitably take time, necessitating patience from the Russian population. Simultaneously, residents are encouraged to channel their negativity and shock in a positive direction by aiding the Kursk region through collective efforts. Regional governments have been "recommended" to launch collection campaigns, and some state corporations are already organizing similar drives.

The promotion of such solidarity and assistance serves to maintain a voluntary-compulsory spirit among the public sector employees, who are expected to contribute under the leadership's guidance. While specific requirements regarding the amount of money or groceries are avoided, the emphasis lies on encouraging individuals to participate in these collective efforts willingly.

As the fighting in Ukraine's Kursk region shows no sign of immediate resolution, the Kremlin's efforts to normalize the ongoing conflict continue. With the propagated narrative of accepting the situation as a "new normal," the authorities aim to manage public sentiment and maintain stability amidst political transitions and the possibility of further mobilization.