Keep calm and carry on buying: how Ukrainian consumers are hitting back at Russia

Posted on 8 May 2025 • Business, Business and law

Political conflicts and global tensions always affect people on the ground and across borders. Unable to influence events such as the ongoing war against Ukraine or proposed sweeping US tariffs, people turn to whatever resources are available for defending their livelihoods, institutions and communities, says Cristina Galalae, Senior Lecturer in Marketing at The Open University.

This explains the recent surge of boycotts and “buycotts” where consumers swerve a brand or actively support it for political reasons. For example, shoppers across the world are replacing US goods with local alternatives to protect national pride and economies.

In the early days of Russia’s 2022 full-scale invasion of Ukraine, shoppers were making similar public commitments to boycott Russian products.

But there are many other ways in which brands and consumers responded to the start of the invasion in 2014. Global and local reactions from brands included donations, divestment, the creation of new products or product names and advertising and social media content linked to the invasion. In turn, consumer responses to these brand initiatives are a form of civic action.

Read the full article here on The Conversation

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