Editor’s note: Christena Garduno is chief executive officer of Media Culture, a multichannel brand response media agency. She is a member of Forbes Agency Council.  

As the conflict in Ukraine continues, businesses are reacting to the humanitarian crisis while also handling fundamental challenges such as maintaining employee safety, resolving supply chain difficulties and preparing for cyber risk threats. Many companies have responded to the situation through messages or monetary assistance or discontinuing business with Russian firms. 

For many global corporations, the immediate challenge is straightforward: severing ties with sectors and enterprises associated with Russia's ruling government. We are now seeing an increasing number of worldwide businesses stopping operations in Russia, divesting assets, making contributions or offering special deals to those impacted by Ukraine's humanitarian crisis. These fast responses are part of a trend in recent years to take a public stance on issues affecting their workers, customers, investors or other stakeholders. And the following are other things we can learn from how brands react to similar crises. 

Prioritize employees' safety and well-being.

This conflict has elicited a range of responses from brands. However, one consistency has been a commitment to the safety and well-being of the workforce. Companies understand that mental and emotional health is as important as physical safety. Employees will have very different responses to the situation because they have different personal experiences and backgrounds. The conflict could cause trauma or anxiety to some. 

Therefore, businesses must commit to compassionate business culture and highlight the value of an inclusive, supportive work environment. Employers should establish effective communication to conduct internal research and reach out to employees so they can be proactive in identifying and resolving their needs. 

Register unified opposition to violent assault.

Numerous firms have ceased operations and closed factories in Russia in solidarity with Ukraine, demonstrating their unwavering opposition to violent assault. McDonald's has shuttered all 847 stores in Russia despite the financial ramifications. There are also hundreds of business organizations that have opted to terminate relations with Russia. Among them are Mastercard, Visa, American Express, Apple Pay, Google Pay and PayPal. Apple and Samsung have discontinued phone and other device sales in Russia. Several of the world's top oil firms have declared intentions to exit the Russian market. These protests demonstrate that the business world does not support violence and actions causing humanitarian crisis.

Consider whether business activities are aiding the Russian military.

Senior executives must employ factors beyond basic considerations about whether their firms are profitable or compliant with local legislation when choosing whether to stop or preserve commercial connections. Instead, these businesses must assess if their economic activities directly or indirectly assist the Russian military and whether they should halt business in Russia as part of the broader anti-invasion movement. 

Bolt has eliminated any Russian products or products affiliated with Russian firms from its grocery delivery service, Bolt Market. The corporation has also halted operations in Belarus.

Be committed to social responsibility.

Many companies and brands are attempting to assist with relief and other forms of assistance. Telecommunications firms and messaging applications, such as Rakuten Viber, have offered free minutes for calls to all phones in Ukraine, allowing individuals to stay in touch with loved ones. 

Bolt has committed to keep on operating in Ukraine to help facilitate mobility during these trying times. It has made all services in Ukraine commission free. Bolt has also incentivized its drivers in adjacent countries to take trips on the Ukrainian border to move Ukrainians to safe locations. 

Monetary donations will be the most convenient method of support for many companies. For example, Mastercard and Visa each pledged $2 million in humanitarian aid to Ukraine. Within the nation, KFC and McDonald's are contributing food to civilians and the military via their shops; Metro, a German retailer, is also assisting with food distribution; and GSK has donated medical supplies.

Support and equip managers and leaders to help their teams.

It is the manager’s duty to check in with employees and ensure that while they are performing their duties, their needs are also being met. Through any crisis, the company should train their leaders to be able to handle employees needs while supporting business operations. Employers should ensure that their managers are able to empathize with team members – especially those who are directly affected by the conflict. There should also be an established support system that all employees are made aware of. Corporate and community support resources must be made available and accessible.