Two thirds of Latvians are ready to give up goods or services if they do not agree with the brand's position on the war in Ukraine

61% of respondents in Latvia are ready to give up a product or service available in Latvia if they do not agree with the position of the manufacturer or seller regarding the war in Ukraine. This is concluded in a survey conducted by the communication agency “A. W. Olsen & Partners ” commissioned by Norstat in early April 2022. In addition, more than half (53%) of respondents in Latvia indicated that in order to start or continue purchasing a product or service, it is important for them to know the organization's position on the war in Ukraine. "A few years ago, the 'business only' rule prevailed, so it was better for organizations to respect social neutrality, otherwise they could lose some customers. In turn, the audience now has important organizational values. It has become an important brand selection criterion for both customers and employees. Values ​​have become an essential element of the trust formula. Organizations are expected to be actively involved in solving social problems relevant to the local community, ” points out the communication agency “A. W. Olsen & Partners” partner Olga Kazaka and adds that 23% of respondents in Latvia have also noted that they have already encountered brands with a different position and refused the relevant product or service. In a survey conducted by the communication agency “A. W. Olsen & Partners ” and commissioned by Norstat in early April 2022, 1,008 respondents aged 18 to 74 were interviewed.