Just over a month ago, on 24 February 2022, Russia began an invasion of Ukraine that has caused huge human suffering and death, and the immense destruction of property and the country’s infrastructure.

While Russia’s military action has been met with military resistance by Ukraine, many countries have imposed economic sanctions on Russia, oligarchs and named individuals in positions of power and influence who are close to Putin and his government.

Which leads me to talk about organisations and brands, and the many calls to action for those doing business in Russia to stop and leave Russia. It’s a call that is showing selfless action by many, but which is being ignored by some.

Brands stepping up for Ukraine

According to a credible assessment from the Yale School of Management over 390 global or well-known brands have suspended, scaled back or completely shut down their operations in Russia since the invasion of Ukraine began.

Yale also includes a list of 30 other companies who are only suspending new investment or development in Russia, plus listing a further 56 companies who, in Yale’s words, are defying demands for exit or reduction of activities.

Excluding the 56 resisters, that’s 420 Western companies in total taking some form of direct action.

Is even quitting Russia enough? And what about those 56 companies who are walking on the edge of the precipice of public opinion through inaction or resistance to the calls to action?

Two weeks ago, Shel Holtz and I discussed this very topic in episode 235 of the For Immediate Release podcast we co-present. We addressed the big question: Is there a case for remaining in Russia and how much damage can a brand sustain by staying? While my view was that it’s not an easy decision, we concluded that, sooner or later, brands will have to decide which side of history they want to be associated with.

On 15 March, I took part in a group discussion at the Global Soft Power Summit 2022 in London about how brands can show solidarity with and support for Ukraine.

At this conference, Marcel Knobil launched Brand Solidarity, formed to bring brands together to express a chorus of support for all the people of Ukraine. This was the underlying thread behind our group discussion. What actions can brands (and individuals) take to have a real and direct impact on supporting Ukraine?

One idea was a simple one, story telling. Everyone who has a point of view about what’s happening has a story to tell. So tell it, we said! Blog, tweet, like, share. It doesn’t matter how big or small your business is, your voice counts and you can make a difference.

Marcel captured the long list of the ideas and suggestions we all discussed

Stand with Ukraine

Consider what you can do to show solidarity with Ukraine and its people. If you are a leader in your organisation, lead by example so that your employees and colleagues can get involved knowing you back them.

Take a look at the ideas in Marcel’s list. Pick just one, and action it today. If you tweet or use other social networks, add these hashtags with your messages of support: #BrandSolidarityUkraine #StandWithUkraine

All of this is a tough call. But no one ever said that leadership or getting involved is always easy.

Adapted from an original post