Following Russia's 2022 invasion of Ukraine, many companies with operations in Russia withdrew from or severely curtailed their Russian operations. For example, Dell and McDonald's ceased all operations in Russia after the invasion.

New research from the University of Notre Dame explores the impact of such corporate actions on consumer mindset metrics.

Decisions to withdraw from Russia since its invasion of Ukraine positively impacted consumer sentiment, especially for companies with strong environmental, social and governance (ESG) reputations, according to lead author Shankar Ganesan, the Raymond W. and Kenneth G. Herrick Collegiate Professor of Marketing at Notre Dame's Mendoza College of Business, along with Girish Mallapragada from Indiana University.

Ganesan's research, "Navigating Geopolitical Turmoil: Corporate Responses to the War in Ukraine and Its Impact on Consumer Mindset," is forthcoming in the Journal of Public Policy and Marketing.

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