Terry Smith, the influential UK fund manager, is extra outspoken. In January, he took purpose at Unilever, one of the largest shopper items companies, saying it had “lost the plot” by focusing too intently on its local weather and social objectives. Among examples cited by Smith was the choice by Ben & Jerry’s, a Unilever brand, to stop selling ice-cream in the West Bank. [newline]Companies are “shell-shocked by the frequency of need and the ballooning requests to engage”, says Doty, who is director of the company political accountability task force on the Erb Institute, University of Michigan. In 2021, roughly 4% of the company’s complete web revenues were derived from Eastern Europe, half of which was associated to Russia. But any business considerations are clearly secondary to the human suffering skilled by so many.

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