P&G is trying to take a measured approach in response to Russia’s invasion of Ukraine, a crisis that has thrown global brands that operate in the region into a bind. While the CPG giant is freezing all marketing and promotional activity and culling its products, it’s still providing basic goods for Russian consumers, differing from a comprehensive freeze-out. In his letter, Moeller expressed sympathy for the Russian people.
“Our many Russian colleagues, and the people of Russia, face challenges and uncertainty for their futures that are also significant,” the CEO wrote. “P&G will continue to support them, but the situation necessitates important changes immediately and over time.”
