Brand Response & the Crisis in Ukraine

Insight Pulse Poll

This IPA Insight study pack comprises questions taken from a nationally representative survey commissioned by the Institute of Practitioners in Advertising (IPA), among a sample of 2 ,000 UK adults aged 18+. The research was undertaken by Opinium and fielded 18 - 22 March 2022.

Key findings:

  • Eighty-eight percent of British consumers are in favour of brands taking some action in response to Russia’s invasion of Ukraine.
  • Older generations significantly more in favour of taking steps to penalise Russia than younger ones – 81% of over 55s want brands to stop doing business with Russia compared to just 33% of 18-34s.
  • Thirty percent of consumers want brands to speak publicly about their position on the war.
  • Thirty-four percent of consumers want brands to lessen their dependence on fossil fuels.