The most popular way that consumers want brands to respond is by ceasing to do business in Russia ( 60%). The finding is part of a new nationally representative survey of 2,000 adults, commissioned by the Institute of Practitioners in Advertising (IPA) and carried out by Opinium. 

Moreover, 57% want brands to stop doing business with Russian companies and 52% want them to remove Russian products and services from their offering, while 43% want brands to offer free goods and services to charities working with Ukraine and refugees. Another 38% said they would like to see companies offering refugees job opportunities and sponsorships.

The research also highlights generational differences in the ways consumers wish to see brands respond. Older generations are significantly more in favour of taking steps to penalise Russia than younger ones: 81% of over-55s want brands to stop doing business with Russia, compared to just 33% of 18-34s.

Other key findings include the fact that 30% of consumers want brands to speak publicly about their position on the war. People also wish to see brands help tackle wider disinformation surrounding the conflict ( 31%). In addition, 22% of consumers want to see brands display the brand solidarity logo (or Ukrainian flag) across their marketing materials and 15% of respondents stated that they want to see brands address the crisis in their advertising/advertising campaigns.  

Commenting on the findings, IPA director general Paul Bainsfair said: “The war in Ukraine is deeply shocking and upsetting. But it is hard to know how we, and the brands our agencies work with, can or should respond in the most helpful and genuine way.

“This survey provides a useful snapshot of the response that consumers are looking to brands to provide and some interesting findings regarding the difference in strength of sentiment between the generations.

“At an IPA level, we hope that our small offer of free IPA learning for Ukrainian nationals and our support of wider industry initiatives may provide some help to those enduring the toughest of times.”

The full research can be viewed here.