Scenario planning for brands: Four possible approaches for the war in Ukraine

Anna Hamill

Russia’s invasion of Ukraine has shaken up the growth plans of many global businesses as they come out of COVID.

After two difficult years of COVID, the shockwaves of Russia’s invasion of Ukraine are reverberating around the business world, promising many more months of disruption to come. As the war looks to stretch ahead through the summer of 2022 at least, the economic impact is worsening and impacting brands and consumers alike.

Scenario planning is now key for dealing with a whole new series of concurrent crises, including the impact of war on supply chains and the cost-of-living crunch driven by soaring inflation.

“As hard pressing as the short term issues are, there are also long term consequences. We can...

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