When apartheid South Africa was a pariah state the world held the voting population of South Africa accountable as a collective, rather than just pretending it was only the elite in government making all choices. Although the system was corrupt and hardly a full free and fair election even within the limited racial franchise the country was allowed, the white voting public and corporate and civil society elite had more power than they chose to exercise. They were generally comfortable enough with the status quo to avoid rocking the boat and had developed a national culture that justified the worst of apartheid and attacks on neighbouring countries. They had to be forced out of their comfort zone to address their role in perpetuating the system.
That became obvious when sanctions and disinvestments really bit in the late 1980s and pressure from within forced the government into reforms that ultimately ended apartheid and minority rule.
I see no reason why the same should not apply to Russia. Indeed, I think that's part of the hope by following the same sanctions plus disinvestment route.