Consumer Companies React To Russian Conflict In Ukraine

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Takeaways

Major consumer companies are pulling products and services out of Russia
The stances some companies are taking (or not taking) have the potential to rouse investors
Investors should watch how companies respond to the Russian invasion, and how their responses may or may not move the markets

As portended, governments across all corners of the globe are applying serious sanctions against Russia following the war President Vladimir Putin has waged against Ukraine—an attack that President Joe Biden has called “unprovoked and unjustified.” And, following suit, are major consumer companies.

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Companies from Netflix to Harley-Davidson to Nike and more are pulling business in Russia to penalize Putin and prohibit his plans of further obliteration, turning towns into rubble across the blue-and-gold country.

While some companies have put bans on products and services in Russia, others are removing the dissemination of Russian news sources outside of Russia. Here’s a growing list of some major consumer companies that are taking a stance against the invasion—and what that could mean for investors.

Apple

Apple is among the latest tech giants to take a stance against Russia’s invasion of Ukraine. It has pressed pause on all sales of its physical products in Russia, reporting that it was “deeply concerned” about the conflict and is standing with those who are “suffering as a result of the violence.” Apple has also restricted Russian access to services like Apple Pay in response to the war, and has blocked Russian media outlets like Sputnik and RT News from the App Store outside of Russia.

Amazon

Amazon is working to get supplies to those in need in Ukraine and leveraging its cybersecurity aptitude to aid governments and companies in support of Ukraine. Amazon has also pledged to donate up to $10 million to on-the-ground NGOs for humanitarian efforts in Ukraine. Chief executive Andy Jassy said on Twitter on Wednesday, “Amazon stands with the people of Ukraine, and will continue to help,” also calling the situation “deeply concerning.”

Alphabet

Alphabet Inc’s Google has dropped all Russian-state media sources from its news. It’s also disabled some live Google Maps features that suggest how congested areas are “to help protect the safety of local communities and their citizens,” the company said in a blog post. Meanwhile, in Russia, services like Search, Maps and YouTube remain, “continuing to provide access to global information and perspectives.”

Due to the ongoing war, YouTube also tweeted that it’s blocking all channels connected to RT News and Sputnik across Europe. Additionally, Google.org and Google employees are also contributing $15 million in donations and “in-kind support” to aid relief efforts. The company is also contributing $5 million in advertising credits for trusted humanitarian and intergovernmental organizations that are trying to connect people with important aid and resettlement resources.

Microsoft

Microsoft recently announced that it’s dropping RT News apps from its app store and is no longer sharing content from RT News or Sputnik on its Microsoft Start newsfeed or MSN.com. It also stated that it’ll push the sites down in Bing search results so they no longer rank. This way, search results “will only return RT and Sputnik links when a user clearly intends to navigate to those pages,” Microsoft president and vice chair Brad Smith said in a blog post.

The company is also monitoring the situation and working to defend governments and countries from cyberattacks in the wake of the war.

“We remain especially concerned about recent cyberattacks on Ukrainian civilian digital targets,” Smith says, later adding that “[Microsoft is] moving swiftly to take new steps to reduce the exposure of Russian state propaganda, as well to ensure [its] own platforms do not inadvertently fund these operations.”

What does this mean for investors?

Many of the companies making headlines for pulling products and services from Russia do well for themselves. They also have a lot of direct competitors—competitors to which consumers could, and very well may, turn if they don’t make standing against Russia and Belarus a top priority.

This all means that the stances they’re taking (and the stances many more are not taking) can have an impact on business.

A wealth of research suggests that both Millennials and Gen Zers—who make up the bulk of consumer spending and, combined, have immense purchasing power worth hundreds of billions—care about the action, or lack thereof, that companies take. Millennials make up the biggest generation with over 72 million, and Gen Z’s indirect spending power, alone, has reached up to $143 billion pre-pandemic.

They’re more likely to shop brands that are doing social good, and they’re more likely to stop shopping those that aren’t.

Companies are under pressure to not only speak up, but to also levy their platform power to punish Russia. They’re coming under a microscope when it comes to their ties with Russia, and investors would be wise to keep a close eye on both what companies are saying and doing in response to the Russian invasion of Ukraine.

Of course, as these companies stop sales in Russia, it could also take a toll on profits that may or may not affect stocks, despite the greater good.

As consumer companies continue to roll out restrictions and regulations, lend humanitarian help, and leverage expertise and resources to do their part in halting the headway of Russia’s ruination, Q.ai can help investors diversify to hedge against market volatility.