The Russian decision to invade Ukraine has led to outcries and recrimination from many. In times of crisis, people want to see brands step up to support afflicted communities and they're increasingly critical of moves that feel rushed or executed to virtue signal instead of to serve.

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?

Experts are warning about the overwhelming amount of misinformation around the Israel-Palestine war on X. As people struggle to discern between truth and fake news, brands are responsible for empowering audiences to identify trustworthy sources and educate themselves on realities online.