Global government sanctions placed on Russia in the wake of its invasion of Ukraine have been swift and strong, and a crucial part of the strategy of de-escalating tensions between the two countries.
As violence intensifies, more and more companies are severing ties with Russia, be they through sporting sponsorship, exports, manufacturing and even live music. And we’re not talking about taking a few bottles of vodka off the shelves of an off license. Earlier this week, Shell cited Russia’s ‘senseless act of military aggression’ as the reason for ending partnerships with Gazprom and its involvement with the $3bn Nord Stream 2 project.
Business secretary Kwasi Kwarteng welcomed the news, and highlighted the problem now facing brands and businesses. ‘Shell have made the right call,’ he tweeted. ‘There is now a strong moral imperative on British companies to isolate Russia. This invasion must be a strategic failure for Putin.’
Much like sustainability has changed people’s attitudes, the conflict has brought a moral responsibility for consumers to consider what they deem to be right. Is optics insulated from this? Given the household names of those boycotting Russia, like Volvo, Apple and Disney, I don’t think it can be. Businesses are now in the court of public opinion.
There isn’t much in the way of Russian optical product being exported, but that isn’t true for its imports. All the big players have operations in the country, which will rightly now be under scrutiny.
But there is now an opportunity for the global optical industry to come to the aid of Ukrainians who have been forced to flee their country. A unified approach to provision of optical appliances and eye care to those dispossessed refugees should be something that’s well within the wheelhouse of optical behemoths.
