Trends Report

As War Rages In Ukraine, Consumers Want Brands To Act

May 17th, 2022
With contributors:
Keith Johnston , Mike Proulx , Oliwia Berdak , Thomas Husson , Ryan Skinner , James DeNeill , Peter Harrison


As the Russia-Ukraine war unfolds on every device and platform in our screen-tethered lives, anxiety is writ large among consumers in the US, UK, and France. Yet, despite the unease, they are motivated to act. Consumers are pledging to donate money and boycott brands and are exhorting governments and brands to do more in support of Ukraine. And while the intensity of action can vary, the signal is clear: Today, consumers expect brands to have a point of view on global sociopolitical movements well beyond their narrow business remit.

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