Half of Russians will abandon a brand after just one reputation scandal

‼️After many international companies left the Russian market, consumers are now more demanding and less forgiving. A single reputation scandal can make 49% of Russians stop buying from a brand, especially in key industries like food, healthcare, and safety.

Here are some insights:

📍 Almost half (49%) of respondents are ready to stop engaging with a brand after a single reputation scandal, while 27% would leave after two or three incidents. Only 22% are willing to tolerate such issues, with 15% saying they do not pay attention to the number of scandals.

📍 In essential sectors such as food, health, and safety, 40% would stop purchasing products involved in a scandal, 39% would completely abandon the company, and 18% would lose trust but continue buying.

📍 For non-essential goods and services, 39% would avoid scandal-related products, 35% would completely reject the brand, and 20% would become more cautious. If a company admits its mistakes, 49% would continue purchasing its products, though 27% would still doubt their quality.

📍 Consumers expect action: 68% want compensation for damages, 63% expect measures to prevent similar mistakes, and 60% seek an explanation of the issue. Meanwhile, 35% actively look for more details about the scandal, and 90% consider customer reviews important when making a purchase.

📍 Scandals in essential industries attract the most attention: food (75%) and medicine (61%).

❤️ FRC Global