The article considers the system-forming role of integrated marketing communications as a means of building a dialogue and finding a compromise between business, government and society. The impact of integrated communications on the formation of conscious consumption and care for environment in the countries of the world and in Russia has been estimated. The absence or insufficient efforts of the state to inform a consumer about environmental initiatives which form a negative or neglectful attitude to eco-activism as a whole have been revealed. Vice versa, carefully planned and purposeful actions to form introduce environmental initiatives and inform the target audience about them lead to a positive response from business and public, conscious adherence to established rules and regulations (separate collection of waste, reduction of consumption, saving of natural resources, saving production and etc.) and the formation of additional voluntary commitments and initiatives. As a result of the research, it was proposed to introduce the concept of re-use, reduce, recycle in Russia, both by companies and households.

In the article, the authors talked about support measures for employees of IT companies in the crisis period. The Ministry of Digital Industry has prepared a number of measures to retain software developers and develop IT companies in the country. The agency has already officially confirmed that the proposals were developed taking into account the opinion of the IT industry. On March 2, 2022, Vladimir Putin signed a document on measures to accelerate the development of the IT industry in the country. Due to the ambiguous situation in the country, companies risk losing IT specialists who are already in short supply. Information has already appeared that about 5 thousand employees - Russian IT specialists announced plans to leave. To prevent the outflow of IT specialists from the country and not lose valuable personnel, you need to be proactive. For example, accredited IT companies were exempted from scheduled inspections until December 31, 2024. It will not be possible to switch from one software to another quickly enough. It is still difficult for many Russian companies to replace such a small tool as a distance learning system even as planned. And now many programs have to be replaced. Only an integrated approach with all its attributes allows to avoid problems with such urgent import substitution. Problems occur not only when switching from Western software to Russian, but vice versa. If a business has already undergone through one or two crises, it has the potential to survive the current conditions. The new system is new logic, architecture and capabilities.

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