Take Pepsi: after the Russian invasion of Ukraine, Pepsi pulled out of Russia. But its profits remained steady, because Pepsi was able to raise its prices in the rest of the world – blaming the war, of course. R calls this PPP: Pepsi Pricing Power. The pitchfork-friendly Pepsi CEO describes this as "trying to create brands that can stand for higher value to consumers and consumers are willing to pay more for our brands."
https://pluralistic.net/2023/03/11/price-over-volume/#pepsi-pricing-power