Branding

8 in 10 Americans Think Brands Should Stop Doing Business in Russia

A quarter have considered boycotting companies that have not made a public statement about the crisis in Ukraine

americans-brands-stop-business-russian-2022 — The U.S. public also strongly favors brands donating money and supplies to aid humanitarian efforts in Ukraine.Illustration: Trent Joaquin; Getty Images

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Multiple companies, from Apple to WPP, have ceased operations in Russia following the country’s invasion of Ukraine.

And that sits well with the American public.

In total, 82% of U.S. adults feel brands should stop doing business in Russia, according to a YouGov Direct poll, which surveyed 2,000 people on March 3. Only 10% of participants said companies should not halt operations.

Although a brand’s decision to pull out of Russia might not be as difficult as it sounds, given that the country’s currency and supply-chain problems are slowing down the exchange of goods, how companies respond to the event has the potential to shape shopper sentiment.

Nearly