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https://theconversation.com/keep-calm-and-carry-on-buying-how-ukrainian-consumers-are-hitting-back-at-russia-256000>
"Political conflicts and global tensions always affect people on the ground and
across borders. Unable to influence events such as the ongoing war against
Ukraine or proposed sweeping US tariffs, people turn to whatever resources are
available for defending their livelihoods, institutions and communities.
This explains the recent surge of boycotts and “buycotts” where consumers
swerve a brand or actively support it for political reasons. For example,
shoppers across the world are replacing US goods with local alternatives to
protect national pride and economies.
In the early days of Russia’s 2022 full-scale invasion of Ukraine, shoppers
were making similar public commitments to boycott Russian products.
But there are many other ways in which brands and consumers responded to the
start of the invasion in 2014. Global and local reactions from brands included
donations, divestment, the creation of new products or product names and
advertising and social media content linked to the invasion. In turn, consumer
responses to these brand initiatives are a form of civic action.
In a study we undertook (along with our colleagues Carlo Mari, Verónica Martín
Ruiz and Lizette Vorster), we analysed how marketing professionals and ordinary
consumers create and interpret products and brands explicitly or implicitly
acknowledging the war in Ukraine. To do this, we conducted in-depth interviews
with marketing managers and consumers and analyses of brand and product
imagery.
Our findings highlight three ways that marketing resources and consumer
responses support psycho-social and cultural resilience in war-affected
communities."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
