Ukraine

People Want Brands to Take Action on Russia-Ukraine War, but Not Through Ads

UK consumers overwhelmingly think advertisers should address Russia's ongoing attack, just not in their creative output

A person wearing a coat and gloves holding a small sign that reads Support Ukraine — Consumers want advertisers to show support for Ukraine in a meaningful way.Getty

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In the month since Russia began its military assault on Ukraine over 450 brands have cut ties with the county. As businesses continue to map out their responses to the conflict, consumers have a message for them: take action, but don’t address it directly in your ads.

A study of 2,000 U.K. adults from ad trade body Institute of Practitioners in Advertising (IPA) found that 88% of people are in favor of brands addressing the ongoing war.