In fact, most U.S. respondents to a Garner survey expressed concern about the war in Ukraine. Eight in 10 respondents indicated at least one step they would like to see marketers take, with 60% saying they would like firms to reconsider doing business in Russia or with Russian partners. Other survey results include:
- 55% said they want to see brands ensure the safety of personnel in the region
- 46% say they want brands to minimize disruptions that may impact product pricing and supply
- 46% want firms to prepare emergency measures in case the impact on the U.S. grows
Respondents were less enthused about brands donating and making public statements. In short, people want firms to do more directly and to use their power to influence change rather than just talk or throw money at the problem.
"It's tricky, because you've got to be able to tell people about the things you're doing at a time when they say that they want you to do those things more than they want you to talk about those things," said Kate Muhl, vice president analyst at Gartner's marketing practice, according to the article.
