What does ‘brand purpose’ mean during the Ukraine war?
11 Apr 2022
What does ‘brand purpose’ mean during the Ukraine war?

In the fraught weeks following Russia’s invasion of Ukraine, many people urgently sought ways to aid those affected by the conflict while cutting ties with businesses still working with the aggressors. As ‘brand purpose’ enters the realm of geopolitics, how can companies navigate this tragic moment?

Alberto Alemanno

Alberto Alemanno is the founder and director of The Good Lobby, a non-profit civic start-up committed to equalising access to power. In March 2022, the organisation launched the Ukraine Corporate Index, alongside Progressive Shopper, to track companies’ responses to Russia’s invasion.

Cindy Kam

Cindy D. Kam is a professor of political psychology and political participation at Vanderbilt University and author of the study ‘Boycotting, Buycotting, and the Psychology of Political Consumerism’. Her research focuses on political psychology, public opinion, political participation, and political methodology.

Katy Young

Katy Young is a Canvas8 senior behavioural analyst. She has a degree in American Studies and Film and an MA in Journalism. Her interests include wild swimming, thinking of podcast ideas and singing in an all-female choir.