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...