New survey concludes consumers want brands to take a stand for Ukraine

As businesses struggle to align their marketing strategy with public conscience and growing scrutiny from consumers, new research shows that consumers have high expectations of brands and how they respond to the Russia-Ukraine conflict.

The survey, which asked consumers across the US, the UK and major western economies about how they expect brands to respond to political issues and the Ukrainian war, found that a staggering two-thirds (69%) of UK and three-fifths (61%) of US consumers believe brands should pull out of advertisement in Russia.

According to a poll by the World Federation of Advertisers (WFA), three in four of the largest advertisers have reduced or cut ad spend since the war began. What’s more, research reveals that nearly 4 of every 10 respondents in the US and UK believe that any advertising during these unprecedented times should now reference the crisis.

Looking beyond advertising, expectations from consumers seem also on the rise. Two-thirds (67%) of UK consumers and half (51%) of US consumers believe that brands should call on politicians at home to do more about Russia-Ukraine relations. Furthermore, over half (55%) of UK consumers and more than two-fifths (43%) of US consumers claim that brands have a responsibility to rally against injustice.

“As an increasing number of household names have publicly condemned the conflict in Ukraine by suspending sales and operations in Russia – including giants like Coca-Cola, Pepsi, McDonald’s, Heineken and Starbucks, among others– other brands may now feel under pressure to speak up in solidarity with those in crisis. Crucially, the findings show that consumers now back businesses to halt the use of Russian goods and services in their supply chain – with an overwhelming 80% of UK consumers and 61% of US consumers supporting such a move,” states a release on the survey.