What does the Ukraine war mean for marketers? Exploring Germany’s Fear Economy

Dr Peter Steidl, Dr Rafał Ohme, Dr Dorota Reykowska, and Dr Malgorzata Jakubowska

A large-scale survey to assess the impact of the Ukraine war on German consumers reveals widespread uncertainty about the future at both a personal and collective level, leading to actual or anticipated changes in purchase behavior.

This article is part of a Spotlight series on the impact of the war in Ukraine. Read more

We have just marked the first anniversary of Russia’s invasion of Ukraine, with no end in sight. Most of the threats raised by the war to other western European countries have not materialized, but nor have they been completely put to rest. So how has the Ukraine war, and the uncertainty surrounding its potential impact on the rest of the world, affected the attitudes, expectations, and behavior of consumers outside Ukraine?

To answer this question, we conducted...

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