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.
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