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Consumers expect brands to respond to the Ukraine conflict
Environmental & social issuesUkraine
A majority of consumers around the world believe that brands should take some form of action in response to the ongoing conflict in Ukraine.
What can they do?
According to research by GWI among 20,428 internet users aged 16-64 in 21 markets, 84% want brands to take action. While 32% accept that it may depend on the circumstances involved, there’s a hard core of 24% who think brands should always take action and make their views known.
The insights show consumers value meaningful responses (43%) and practical help (40%) over ending investments (around 33%) or public statements (27%).
Consumers value charitable acts by brands above all else: donating goods (43%) or offering services to those in need (40%) are seen as more important than monetary donations (35%).
Consumers just want brands to get involved and are not too concerned about the existence of strong brand values (cited by 31%) or whether a brand is operating in a relevant industry (27%).
Expectation of brands taking action correlates with age: 60% of 16-24s think brands should take action, compared to 51% of 55-64s.
In most countries, the main consumer responses to conflict are to cut personal spending (33%), to look for brands supporting the cause (31%), and to donate goods (31%) and money (30%) to charity.
Over a quarter (26%) have stopped buying from a brand that is not supporting the cause – showing brand responses are top of mind for consumers.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。