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DEFENCE SECTOR REPUTATION: THE IMPACT OF THE RUSSO-UKRAINIAN WAR

Resources, Reputation Intelligence
April 21 2022


alva’s latest analysis reveals the impact of the Russia-Ukraine crisis on
defence companies

Through the lens of seven major defence companies, alva has examined 3 million+
press, media analysis and social media data points to reveal how sentiment
trends have shifted across this sector, and identified reputational issues for
the defence sector in relation to the Russo-Ukraine war.

Key findings of the report are:

 * Defence company CEOs’ responses to conflict are integral to perception of
   their companies. While Raytheon CEO Gregory J. Hayes is criticised for
   “essentially cheerleading for a war, more subtle and diplomatic messaging
   from BAE Systems CEO Charles Woodburn lands more palatably for stakeholders
   such as Communities and NGOs.
 * Discussion of defensive equipment is well-received more broadly. Communities
   respond positively to news of purchase orders of equipment which seeks to
   nullify aggressive weapons, while Governments purchasing these systems also
   tend to perceive these companies more favourably.
 * Ukraine conflict discussion generates mixed sentiment for Defence companies,
   which reflects mixed stakeholder attitudes: Investors and Governments view
   the Defence sector most favourably, NGOs most pessimistically.



Download the full report here.



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