The war in Ukraine and brand activism
The boycott of major international brands against Russia extends. After McDonald’swhich followed pressing calls to join the initiatives of other companies, too Cola-Cola, Pepsi, Starbucks And Heineken cease their activities in the country of Vladimir Putin. The dramatic evolution of the conflict in Ukraine has prompted the brand activism by the most influential companies in the world, whose choices can help make institutional sanctions effective, isolating Russia from the global market.
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The importance of the role of companies in political processes is also underlined by the words of Ramon Laguarta, CEO of PepsiCo: “Pepsi-Cola entered the market at the height of the Cold War and helped create common ground between the United States and the Soviet Union. However, given the horrific events in Ukraine, we announce the suspension of the sale of Pepsi-Cola and our global beverage brands in Russia, including 7Up and Mirinda. We will also suspend capital investments and all advertising and promotional activities in Russia ”.
The choices of OECD and CERN
The brand initiative is synergistic with those of international institutions. L’OECD (Organization for Economic Cooperation and Development) has in fact suspended both Russia and Belarus, while the Cern of Geneva took the same decision with respect to the Russian scientists, about a thousand, who are part of it. This despite the clear-cut stance of recent days, made public with a very polemical open letter against Putin’s choices: “We, Russian scientists and scientific journalists, declare our firm opposition to the aggression launched by Russia against the Ukrainian people ”, it read. “The responsibility of starting a new war in Europe falls entirely on Russia. There is no rational justification for this war. Of course, Ukraine poses no risk to Russian security. Attempts to use the situation in Donbass as a pretext for a military operation are totally artificial. The war against Ukraine is unfair and frankly nonsense ”, continued the document, signed by over 4,000 personalities. “The isolation of Russia it means cultural and technological decay of our country and a total lack of positive prospects. The war against Ukraine is a step towards nowhere ”: the consequences feared by the open letter really seem about to come true, also due to the choices made by multinationals.
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