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.