Zrazhevskiy explains that "red alerts" are geopolitical crises that instill fear in consumers, driving them to seek protective gear for potential existential threats.
He notes the significant increase in sales during past crises, citing the Ukraine war in 2022 as a major trigger for purchasing protective equipment.
Zrazhevskiy admits consumers are becoming jaded as red alerts occur more frequently, but acknowledges a catastrophic event could spark renewed surges in demand.
He describes the evolution of Mira Safety and the strategies that have allowed the company to thrive in times of heightened fear and uncertainty.
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