Marketing Dilemma of Brands During the Ukraine War — Is Staying Silent Considered Acceptable?
There is no specific code as to how brands should respond to world conflicts, especially one that has to do with people's lives. Although, marketers know that a marketing misstep can lead to a bad reputation but choosing to do nothing might just cause damage as well— wouldn’t you think so?
As many of you who have been following the news of Russian invasions in Ukraine know that the war is still ongoing. Every day, an increasing number of brands are stepping up to help with the crisis, whether it be suspending the products and services, cutting ties with Russian companies, or supporting Ukraine’s military and civilian refugees.
As an integrated marketing student, I’ve been following Blu Dot's social media and its digital presence in the last few months as a part of my final project. Surprisingly, throughout the time since the Ukraine war began, the brand has not posted nor ever commented regarding the crisis.
Initially, I was a little disappointed as the days passes by and Blu Dot has continued its stunning IG posts with gorgeous new furniture designs as if this nothing is happening, while many brands have been raising funds and donating their profits to Ukraine.
Then I had a thought — Is doing nothing wrong?
My point of view
I think if the brand is directly connected to the conflict or has the ability to make a difference, definitely do it. Jump right into it and show the power of your brand for the world to know, like how Airbnb provides free short-term housing for refugees fleeing Ukraine and how Google Maps support tracking troops and helping civilians to shelters.
Offering products and services during this important time not only shows the usefulness of the brand but also the values its organization holds. People would remember this amazing act of kindness and the swiftness of responses in this pressured situation — I for one, who is extremely impressed.
Back to the question. Is choosing to do nothing wrong?
Personally, I think it’s ok… all brands have their good and bad sides. Many companies might be donating millions of dollars to help this Russia-Ukraine war when every day they are polluting our planet and conducting business without moral or responsibility — of course, I would not be naming or telling any specifics.
Brands have the freedom to choose and most can not afford to be charitable to every event happening in the world. Blu Dot has been long supporting education and inspiring young designers with its Open Studio project. Staying silent on this crisis doesn’t make it a bad company or make me like the brand less.
On the other hand, if the brand has the ability and decided to support charities, it is not only giving back to society but also can be considered as an opportunity to gain brand awareness, create brand loyalty, and can bring in new customers — many benefits I would say and of course there are studies to support this!
Still, I wish…
I believe that people shouldn’t judge anyone from only one action, especially when we don’t actually know what’s happening behind the scene. Should a brand choose to post a Ukraine flag as a support, when there is someone in the team who has a different opinion on the matter? It’s not an easy decision to make that would risk the relationship, especially when it comes to personal opinion.
Nevertheless, I do hope that Blu Dot would sometime in the future come out and take a part in this. Maybe supporting the rebuilding of homes after the war ends or raising a little donation, even the tiniest help will surely make a difference — just a small wish from this one follower
