How building a “resilience” habit can help brands survive times of crisis

The conflict between Russia and Ukraine, following on from COVID-19-induced challenges, helps demonstrate the need for brands to develop resilience as they grapple with critical issues.

In the weeks following Russia’s invasion of Ukraine on February 24th, the conflict has rapidly escalated, with a significant human cost in terms of both loss of life and the displacement of millions of people who have fled Ukraine.

The increasingly violent conflict has given rise to complex, multi-faceted decisions for the business community, too, as brand owners must weigh the losses of halting business with Russia and the prospective longer-term implications of the crisis.

Boycotts are a common first step

Approximately 400 companies have pulled out of Russia, according to a Yale School of Management tracker. Among...

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