Feeling consumed by crises
On the 24th of February, social media became a key space for the world to witness Russia invading Ukraine. Images and videos were posted next to donation links and sources explaining how to help. But they were also posted alongside images from Milan Fashion Week and the usual blend of meals, pets, and holiday snaps. It represented a moment of ‘context collapse’, where images that range from horrifying and grotesque to the completely mundane are all experienced in one linear space. The result? People struggle to process experiences separately, causing confusion and anxiety. Faced with such extreme situations, people want to help. We’ve seen how global audiences rally around events that move them and make them feel afraid and full of grief. For the general population witnessing these events, there’s a sense of constant crisis. But that feeling is also often experienced at a distance and from a place of safety. While people don’t expect businesses to come to the rescue, they do want brands to help in whatever capacity they can – and in ways that are credible. From production line pivots to boycotts to fighting against misinformation, some business responses matter more than others. The Russian invasion of Ukraine exists in an unstable moment in geopolitics, with multiple crises occurring in tandem. The challenge for businesses is to act with conviction.
