Ritter Sport becomes “Ritter Mord”: Russia deals despite the war

A veritable shitstorm against Ritter Sport is raging worldwide on social media. And the destructive creativity of the critics knows no bounds: “Square. Practical. Blood,” tweeted the Ukrainian ambassador Andriy Melnyk. “The taste of war crimes”, “Knight Murder” or even more drastic “Putin’s shit”, added other Twitter users. The cause of the great excitement: the refusal of the German chocolate company to stop its business in Russia.

The wave of outrage hits a brand that has positioned itself as particularly responsible: “Really good for nature”, “Really good for people” and even “Really good out of conviction” is how the group describes its purpose called). In advertising and even in product development, Ritter Sport presents itself as a do-gooder chocolate: First and foremost with offers for vegans, sustainable throughout the supply chain, a completely social company. Even the rigid stance on the Russia question is garnished by Ritter Sport with a touch of responsibility: for the poor cocoa farmers, who are said to have to suffer particularly if they withdraw.

Ritter Sport as a lesson for other companies

Precisely because the company presented itself as the world champion in sustainability in the past, many people are now particularly outraged. The fact that many important competitors behave in the same way as Ritter Sport does not lessen the level of criticism one bit. One could also speak of disappointed love, which is now turning into quite a lot of hate from consumers. Because everyone feels: Even at Ritter Sport, the Russia question is not about any noble principles, but about sales and profits. Even the subsequent promise to donate all profits from ongoing business with Russia to humanitarian organizations does not calm the critics. You really can’t control such claims.

Ritter Sport can serve as a lesson for other companies: if you raise yourself morally, you will fall particularly low when in doubt. In the last five years, many German corporations have enthusiastically thrown themselves into the purpose discussion and presented them as particular examples of sustainability. The old motto from the USA – “The business of business is business” – is considered completely outdated. But in the new world of high morals, companies are also making themselves much more vulnerable. This applies above all to corporations that serve end consumers as customers. For example, anyone who praises themselves as ecologically exemplary is considered a bad “greenwasher” if they are caught discharging dirty water into rivers and lakes.

Too many German corporations still regard their purpose commitments as part of their marketing instead of actually implementing them across the entire company. They often get away with it. But in a crisis like the Ukraine war, they really have to show their colors. And then it becomes clear what were just nice words and what really belongs to the substance of a company.

Note: This text was first published by our partner “Capital”.