Diplomacy stutters, economics can be decisive
The dramatic evolution of the war in Ukraine is exacerbating a trend that has been going on for some time: the evaporation of the primacy of politics, supplanted by economic power. The scenario is typical of the capitalist model which, after the collapse of the Berlin Wall, also spread to ex-Soviet countries. How long Vladimir Putin suffer from nostalgia for those times and are in every way relaunching Russian hostility to the West, even your country is a node of the global economic network, one of the most important. Hence the need to resort to sanctions to put a stop to his nefarious war initiative: it is the only alternative instrument to the response on his own field, which would inevitably lead to Third World war.
Isolating Russia economically means highlighting its interdependence with the rest of the world, because not even the privileged relationship with China will be enough to absorb the damage. The goal is to crack Putin’s excessive power, based precisely on economic growth that has allowed Russia to free itself from the post-communist crisis to create considerable enrichment, albeit with the inequalities that are typical – in fact – of capitalism. The hope is that it is precisely the oligarchs, as well as Russian companies that thrive on international relations, to overthrow Putin or at least stop his colonial impetus. The grumbles of Lukoil and sponsorship contracts torn in the face a Gazprom could be the fuses able to ignite this process, not taken for granted.
Tim Cook and the role of Apple
On the other hand, the diplomatic one has blatantly failed, with the parade of leaders welcomed by Putin in his sumptuous meeting room and beautifully teased, after having placed them on the other end of his now famous table. While hoping that the mediation of the Israeli Premier will have a better outcome Naftali Bennet (or alternatively that of Angela Merkel you hate Pope francesco, evoked in these dramatic hours), the positions taken by influential brands, which have decided to boycott the Russian economy and / or to support Ukraine, are certainly proving more effective. Particularly significant is the letter with which Tim CookCEO of Apple, explains the decision to suspend its sales in Russia: “In these difficult times, I am comforted to know that we are united in our mutual commitment, towards our users and in being a force for good in the world”. It may come as a surprise that a private company, logically devoted to profit, defines itself in this way, but the brand activism it has been a phenomenon that has been going on for some time and requires commercial brands to take a position on the most delicate and divisive issues of social life, including ethical and political ones. This happens because the quality of the products is no longer able to make a difference: you need to create a deeper bond with your target, even running the risk of disappointing those who do not agree with the positions taken.
For this reason, the most far-sighted managers have for some time been bringing on board consultants specialized also in the reading of political scenarios, so as to better interpret that “Marketing politicization” which now represents an unavoidable professional obligation. Especially in an era in which the distrust of politics is such as to bring abstention to record levels, which previously we were used to seeing only on the other side of the ocean. In a landscape in search of points of reference, companies that really have a vision also have the concrete possibility of filling this void.
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