The internet age has made it more important than ever for brands to respond respectfully and compassionately to the world’s social problems, and many brands have stepped up to the plate in response to Russia’s invasion of Ukraine. The NHL has paused all relationships with Russian social media and digital sites and simultaneously suspended relationships with Russian businesses. Ukrainian beer companies are making Molotov cocktails with Putin postered on their label. Airbnb is chipping in by housing 100,000 Ukrainian refugees fleeing Russia. Finally, many liquor companies are pulling Russian vodkas from their shelves. In addition to all of these changes, many brands are making monetary contributions to Ukrainian refugees and speaking out on social media.