Most US Consumers Favor Brands Pulling Out of Russia: Gartner
A clear majority (60%) of U.S. consumers think brands should “reconsider” doing business in Russia or partnering with Russian companies, in response to the Ukraine invasion, reported Gartner Friday. Gartner canvassed 281 consumers Feb. 25-March 1 (Russia invaded Feb. 24),…
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finding nearly three-quarters are worried or extremely worried about the Ukraine crisis and see “several potential actions for companies that operate in the U.S. to take,” it said. Consumers by a 55% majority think a top priority is for brands to ensure the safety of their employees in the war zone, while 46% want them to work to minimize disruptions that would produce shortages or price increases at home, said Gartner. Consumers identified fuel or energy prices going up as their top concern (60%), followed by the safety and well-being of people outside the U.S. (56%) and cyberattacks against U.S. entities (56%), it said. The findings are a “signal” that chief marketing officers “must consider consumer expectations for corporate response,” said Gartner analyst Kate Muhl. “Our findings also show that while U.S. consumers want businesses to take concrete action, they’re not eager to hear about it directly from those businesses yet. Marketers should focus first on developing a compelling storyline about company activities, so teams are ready to take action when consumers do become more open to hearing from brands about actions they’ve taken.”