How companies are responding to Russia’s war on Ukraine
First thing’s first: when it comes to everything going on in Ukraine there are clearly more pressing things to talk about than the below. Having said that, we hope what follows is interesting, insightful, and useful for any brand thinking about their response to a situation like this…
Putin’s actions in Ukraine present companies with a number of moral and logistical challenges. What should they say? How should they react, support, and condemn?
Since February we’ve seen a range of companies respond in a range of ways. Some good, some bland. Here are five things I’ve noticed that might help how your brand responds to this situation or similar ones in the future.
Are you fulfilling your ‘brand purpose’?
Sleeper is a Kyiv-based brand that creates luxury loungewear. Not every brand will have such a personal connection to what’s going on in Ukraine, however, what’s so inspiring about Sleeper’s response is its specificity and humanity.
They haven’t just posted once on Instagram showing their support. They’ve kept talking about what they’re doing and how people can get involved (providing comprehensive resources along the way).
They’ve also clearly explained why this matters to them - beyond their obvious connection to Ukraine - detailing their mission ‘to bring light into the world.’
If your company has a mission, purpose, or vision that sounds anything like the above, are you adhering to it with your words and actions?
Find a way to support that makes sense
Is there a way you can use your community or product for good? See Paynter Jacket for inspiration - a great example of a brand doing more than just the obvious stuff.
Paynter is top of the pops when it comes to community engagement. Earlier this month they used old sample products to raise money for a Ukraine Red Cross sale, donating 100% of the profits.
Within their community, a customer promised to match donations and many said they’d help in other ways.
Smaller companies have the power, and customer connections, to really make a difference and stand out. Do what you can, in ways that make sense for your brand.
Don’t say what everyone else says
Some of the responses from bigger companies appear hollow and uncaring, traits criticised by customers.
Many well-known brands, e.g. Chanel, have come out with generic statements that sound like they’ve been written by the legal department. They don’t condemn and they don’t really say what they’re going to do.
They do one post on Instagram and then follow that up with a series of more sales-focused images.
Whatever you do, don’t go into corporate mode. Even more specifically: don’t use the passive voice (“we have been shocked”) to dilute your message. Go active instead (“we are shocked”).
Don’t do what everyone else does
The majority of companies have (rightly) suspended operations in Russia. However, it’s important not to do that just because others are.
Take Pearson, the global publisher of educational books and platforms.They have suspended sales of their products and services in Russia and Belarus.
Of course, they have a duty of care for their Russian employees, but education is a universal right. Is it correct to reduce the supply of textbooks and learning info? Isn’t it a lack of empathy and understanding (which good education develops) that leads to conflict? Questions and answers for another time and someone far brighter than me.
I’m not criticising Pearson’s action, but instead using it to highlight that you don’t have to do what everyone else does. Your company and brand is unique, and you need to use it in a way that makes sense.
You don’t have to have all the answers
Not sure what to do but know you want to do something? Ask for help. That’s what Birch (a hotel and member’s space) did.
They wrote a genuine message that explained their thoughts and what they had started to do, but also asked for suggestions of what more could be done.
Don’t feel overwhelmed by the thought of needing to do everything. Start small and go from there.
This post was written by our Inner Circle member, Ben. If you’re in any need of copywriting advice or help, do be sure to book a 30-minute discovery call.