Why it’s important for companies to stand with Ukraine
Using the real war with real victims as a reason to run campaigns and send out emails may come across as virtue signaling in the name of clout and sales. It’s understandable — one wrong move and you look like the “I Support The Current Thing” guy from Twitter.
However, when brands were running anti-war campaigns, it was beyond people-pleasing. Let’s find out why solidarity campaigns were — and still are! — important.
You can actually contribute to the situation
Your online store can’t stop the war — but it can help those in need. More people are eager to help when they get something in return than people who are eager to just donate money. That’s why a brand running a fundraising campaign can end up collecting more money for the good than solitary volunteers.
If you’re still questioning, initiatives like these are welcomed by Ukrainians themselves. There is a website called Buy For Ukraine, which is essentially a database of brands that donate their profits to war victims or the Ukrainian army. It was created by two volunteers of Ukrainian descent who currently reside in Estonia. By April 2022, Sofia and Solomya noticed a decline in direct donations. This is how the idea of the website was born.
Long story short, you can help those in need — with money and spreading information about non-profit organizations among your audience.
You spread awareness
War fatigue has many consequences. People forget about the events and go on with their lives. They organize fewer rallies, they are less ready to volunteer or donate. And, on the global scale, Ukraine gets less military help because the issue stops being relevant even for politicians.
Since the war has been going on for a year now, it’s especially important to remind people that the problem is still relevant and many people suffer. And marketing emails are an effective “reminder” — according to a report by Reuters, more people avoid reading the news these days compared to 2017.
You also save your reputation
The survey conducted by Deloitte in 2022 shows that Gen Z and Millennials are more politically conscious than ever. Their main concern is climate change but the Russian Invasion of Ukraine is important to them too — here’s a quote from one of the participants: