32% of Latvian residents are negative or mostly negative towards brands and companies that communicate no position about the war in Ukraine. 30% are positive or mostly positive, according to a survey performed by Norstat Latvija and BSMS about communication during the war in Ukraine.
39% of respondents said they do not have a clear opinion on this topic or find it difficult to formulate their opinion.
The survey determined if Latvian residents find it important if companies and brands in Latvia communicate about the war in Ukraine in their every day communication on social networks. 33% said it is important to them and 38% said it is not. 29% of respondents said it is difficult for them to say for sure.
Organisers of the survey say that it is interesting that residents do not find it important for digital content makers to talk about Ukraine in their everyday communication – it is unimportant for 47% of respondents and important for only 26%.
27% respondents found it difficult to say if digital content makers have to present an opinion about the situation in Ukraine.
When asked to describe the information they expect to hear from companies and brands in a time when Ukraine is torn by war, every fifth respondent said he expects both information about the war and updates about the brand.
Another 15% expect brands and companies to report only brand updates, and another 15% expect news related to the brand and the conflict. 13% of respondents said they expect news about aid and the situation in Ukraine.
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Communication expert Inta Buša, commenting on results of the survey, says: «The survey was done in May. It is possible that several months following the start of Russia’s war, we have run a circle in both emotions and information circulation. Members of society may have come to the conclusion that information sources about the war in Ukraine should be used. At the same time time, survey results indicate that brands and companies cannot afford to ignore the ongoing war and the damages caused to society. It is important to pick your values and convince members of society who are on the fence or confused about the situation to protect values. Nothing is over.»
Polheim PR Latvia manager and Inga Galkina stresses that «this is a fight for values, and every brand and company, considering their profile, have to read the mood in society and the context to become the authors of change.»
«Of course, society does not expect brands to become military experts. Society do not expect brands to excessively promote good deeds, because this can be communicated in different manners, where either good deeds or self-promotion is done. I would like to say that regardless of the position of a brand or digital content makers, our backbone and tireless defence of our values is our shared mission. Fatigue would be our weakness, this is why each brand should find a way to keep promoting the concept of the right of people to live in a free country,» stressed Galkina.