DO SVIDANYA — The shunning of Russia is snowballing, with companies, states, and pension funds rushing to cut financial ties. But the race for Russia's exits won't be a straight sprint, and it's possible there won't be a decisive winner. First, some context. We've seen this before, most notably with organized campaigns to isolate South Africa's apartheid regime. But where that boycott took decades to reach a tipping point, the rise against Russia has surpassed it in a matter of days. Lawmakers in New Jersey, Pennsylvania, Massachusetts, South Carolina, Colorado, West Virginia and other states have introduced divestment bills. Some pension funds, including Pennsylvania's $75.2 billion Public School Employees' Retirement System, have already started selling. Governors in Arkansas, North Carolina, Oregon, Colorado and elsewhere are reassessing dealings with Russia and its energy companies. In oil country, Texas Gov. Greg Abbott is targeting vodka and other goods, as are officials in more than 10 states. On the corporate side, oil giants Exxon Mobil, Equinor, Shell PLC, and BP PLC are bailing. Norway's sovereign wealth fund will ditch its $25 billion in Russian holdings. Ikea, Apple Inc., Walt Disney Co., Visa, Mastercard, Ford Motor Co., reacting to western sanctions, are saying do svidaniya. "This is bigger than South Africa and it's moving toward almost a generalized boycott. I can't think of a precedent," said Tom Sanzillo, director of financial analysis at the nonprofit Institute for Energy Economics and Financial Analysis and a former New York City deputy comptroller. "It will be very difficult for Russia to recover." What's the problem? If Russia = bad, stakeholder capitalism - bad = good, right? But the equation is more complicated than simple subtraction. Let's look at three variables. Public pensions largely divested from Russia ages ago because it was a risky bet. Those that do have holdings will need to put political expediency aside to think of the investors they're supposed to protect. Any sale of Russian assets now, for example, will come at a loss. When California state Democrats introduced a bill to disentangle the state's pension funds from Russia, Controller Betty Yee pushed back, calling the idea ineffective and imprudent. "Virtue signaling," she called it. A "divorce" from the state's fiduciary duty, she said. Companies are doing calculus, not arithmetic. Russian stocks have tanked, its debt has been downgraded as risky, and the rouble is trading at record lows. Any exit from Russia will come at a deep cost, and executives have to weigh that against political and reputational risk. Corporate decision-makers "rarely make just a moral statement, but it's almost getting there," Sanzillo said. "There's always been a risk there. Now it's come home to roost. Are they cutting their losses? Yes." A boycott might not work. Where South Africa lost $1 billion in direct U.S. investment between 1985 and 1990, Russia is bleeding from the loss of untold billions of dollars in just a week. But will it force change? "Divestment is a blunt instrument," said Aron Cramer, president and CEO of consulting firm BSR. "It's unclear the degree to which it changes things." BREAKING — In an about-face, President Joe Biden announced a ban on Russian oil imports today. It looks increasingly unlikely that the EU will announce its own ban amid fear of inflation and potential retaliation from Russia.
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