Bombing Your Own Business and Values Statements

Most businesses of significance today publish a values statement.  The French department store Leroy Merlin, as one would expect from a company with 22,000 employees, published their latest on January 15, 2020.  Their value statement follows, "We share six values ​​that we embody on a daily basis: trust, respect, autonomy, commitment, proximity and audacity.  More than words...they define who we are."

Leroy Merlin After Missile Attack

I would suggest that actions, rather than words are what truly defines an organization.  I read on Forbes.com today that Leroy Merlin "became the first company in the world to finance the bombing of its own stores [in Ukraine]." How?  They had refused to stop operating in Russia even when their competitors withdrew in protest against the invasion of the Ukraine.  It seems Leroy Merlin see the war and international sanctions as a growth and money making opportunity for themselves in Russia. Their strategy now helps fund Russia's unconscionable war against the Ukraine. Hoping not to lose any money making opportunities, Leroy Merlin also continues to operate in the Ukraine.  They've got both sides covered. 

Business Isn't Always about Business

We live and die in a transparent and networked world.  A world that is one invasion and/or viral video away from completely changing the market and business climate for a company.  In 2020 I wrote an article titled, Swarming and the Need for a Chief Values Officer, where I stated,  "The key to winning in a network of swarming consumers is to strategically be swarmed for good reasons.  It’s about being recognized for the societal good your organization is doing as demonstrated by purpose-driven advocacy and practiced values."  Today, under the dark clouds of war and senseless violence, it is all the more important to be recognized for your "practiced values."

In just the first two weeks of Russia's unconscionable invasion and continuing attack on Ukraine, over 300 large multinational companies announced they were restricting business and pulling out of Russia.  The companies that are still doing business with Russia will increasingly be shamed by their customers, employees, shareholders and history.