“The West has wanted to decouple from Russia for a long time … with Ukraine, that opportunity has emerged, and Western companies are following suit. But, Asian companies don't have the same incentive. Nor are they being pressured by their governments or customers. Why should they sacrifice revenue unless they're required to? It's possible that the Asian consumer doesn't empathise with the Ukraine conflict the same way the European or American consumer does. That 'geographical' or 'cultural' connection doesn't exist. And this means Asian consumers are less likely to pressure or punish Asian brands over their Russian footprint.”
21 Mar 2022
5
2
Read More
