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?

Through Kitchens Without Borders, food delivery service DoorDash is helping immigrants and refugees based in California put their restaurants on the map. By telling their unique stories through video, it’s also giving convenience-focused diners a way to connect with food beyond taste.

Nike has launched a campaign starring Canadian footballer Alphonso Davies that highlights the stories of refugees. It speaks to the millions of forcibly displaced people around the world and contributes to discussions around the Qatar World Cup and the increasing political influence of sports.

After standing by its decision to keep stores in Russia running, Uniqlo has since ceased operations in Russia. As the number of brands showing their support for Ukraine grows, public responses suggest brands that backpedal after committing to staying open in Russia may experience consumer backlash.