Makers of everyday staples from Pampers nappies to Dove soap are walking a fine line by continuing to sell their products in Russia.
This comes as pressure grows on multinational companies to take a stand against Russia's recent invasion of Ukraine.
McDonald's said yesterday it was closing its restaurants in Russia, including its iconic Pushkin Square location in Moscow.
PepsiCo, Coca-Cola and Starbucks also stopped sales of their best-known products in Russia.
Samsung, the leading smartphone seller in Russia, announced that it is suspending all shipments to the country due to the current geopolitical developments.
"For us, first and foremost, it's about making sure that our colleagues and of course the Ukrainian people are provided for," Quentin Doran O'Reilly of Samsung Ireland told RTE News.
"So, to that end, Samsung are providing humanitarian aid to the tune of about $6 million, including $1 million in consumer electronics to try and aid refugees. We've pulled shipments from Russia as well," he added.
But not all companies are withdrawing their products from Russia.
The world's biggest makers of packaged food items and household basics have lagged some financial and tech firms as well as oil and gas companies, arguing that everyday people in Russia rely on their products.
Procter & Gamble and Unilever said this week they are continuing to sell essential products in Russia, but are ending any new capital investments and are no longer advertising in the country. Unilever has suspended all imports and exports of products into and out of the country.
Packaged food maker Nestle and dairy company Danone are taking similar approaches.
Cadbury chocolate maker Mondelez International and Kimberly-Clark, which makes Huggies nappies, have yet to announce plans to curtail production in Russia.
"It's not about pure profits," said Katie Denis, a spokeswoman for the Consumer Brands Association, a trade group representing companies including P&G and Mondelez.
"It’s about, are you going to continue producing things people need? It’s different than what companies who came out earlier are dealing with," she added.
Companies also do not want to be seen as harming regular Russian citizens by putting them out of work.
At least six major fast-food companies - including Yum Brands' KFC and Restaurant Brands International's Burger King - run more than 2,500 restaurants in Russia, mostly through franchisees, and employ tens of thousands more people, according to a Reuters tally that does not include McDonald's.
None of the companies so far have announced plans to withdraw from Russia.
Investors such as the New York State pension fund want companies to consider whether continuing to do business in Russia is worth the risks.
Asset manager Federated Hermes is pressing companies in phone calls and letters to be "open and transparent about what they do in Russia" and share "what decision-making process they've gone through to come up with a conclusion" on working in the country, said Hannah Shoesmith, director of engagement at the firm.
Federated Hermes is targeting consumer products companies in its outreach, Shoesmith said.
"We wouldn't ask companies to just leave Russia without asking them to assess the impact on human rights," Shoesmith said. "There's a tradeoff companies have to make. It's not so black and white."
Companies also "should start to think carefully" about their position on taxes paid to the Russian government, Shoesmith said.
"There are attempts to come up with good solutions around paying tax," she said. "If they pay tax in Russia, what are the solutions they can come up with to make up the balance on that?"
Shoesmith said that in prior military coups and refugee crises, companies made payments equivalent to their tax bills to non-governmental organisations aimed at helping people.
"There's a big move in our industry to focus on companies with strong corporate governance and ethical standards - and that means societal issues as well," said Jack Martin, investment manager at Oberon Investments, which holds shares in Unilever, Diageo, Burberry Group and LVMH Moet Hennessy Louis Vuitton.
"It's corporate suicide, really, at the moment, to not pull back from the region," he stated.
Additional reporting by Brian O'Donovan