The war became a unifying factor for Ukrainians, businesses and the world as a whole. All rallied to endure the armed conflict, help the country sustain its economy and work for its recovery. Society requires every company operating on the Ukrainian market to work for the future and make every effort. Social projects and charitable initiatives came under close scrutiny of stakeholders. More information on new approaches to CSR below.
Change in criteria for company evaluation
Ukraine had to survive a difficult winter with interruptions in electricity supply, communications, the Internet, water and heat. Therefore, each client supported their favorite companies as best as they could and were understanding of certain delays in work. However, clients paid attention and refused to cooperate with those businesses that formed their values in a veiled and blurred manner and were hesitant about ceasing their work with Russian markets or did not help the country to resist the enemy. There is practically no room left for compromises.
The priority task for businesses after the start of a full-scale invasion became to survive this crisis with the least losses, continue working, keep the team, ensure the safety of employees. However, it is not enough for businesses today to simply do their job.
Corporate social responsibility (CSR) is no longer an option for big businesses to improve their reputation. This is an integral part of the strategy of every company that plans to continue working in Ukraine. It is important for society to know what a certain brand does to support Ukraine. Such attentiveness to the position and social activity of companies is not limited only to the client’s request, but also affects the employer’s brand.
Today, all the activities of the company must correspond to the situation in the country. The time for the preparation of social projects has decreased significantly. You should act quickly now. It’s a matter of days or even hours. So, the times when social projects could be prepared for several months are in the past.
For a responsible business, it is important not only to be a benefactor and sponsor of social initiatives, but also to use the professional competence of the team to solve complex issues. Every CSR initiative should have value for society.
Team support
In wartime, corporate social responsibility acquired a new meaning not only for society, but also for employees of the organization. The company’s open pro-Ukrainian position, its involvement in the recovery of the country’s economy gives all employees confidence in their company and a sense of stability. CSR projects help to maintain team spirit in times of prolonged crisis. It is important for employees to realize that, despite the volatility of the situation, their company is a center of stability and support both for their team, employees’ families, and for the country.
Many companies have created charitable funds to help employees and their families who have been affected by war or have been forced to leave the country but continue to work remotely.
Large-scale and important social initiatives with the involvement of the company’s employees give them a sense of involvement in a significant contribution to the approaching victory. That is why it is important to encourage the team to participate in CSR initiatives.
Non-financial initiatives
CSR projects do not necessarily require financial costs from the organizer of the initiative. One of the ways in which a business can contribute to the revival of a country using its own expertise is to create additional opportunities to help other people or partners.
Every company can become a platform for collecting and transferring help to those in need. It can be the establishment of a charity fund or a conditional ‘click button’ for transferring funds on the company’s web resource.
Informational assistance is no less important and at the same time does not require costs. For example, a company can create a mailing list for partners with a list of reliable initiatives seeking support, integrate information about current fundraisers into its social media communications, attract customers to important meetings, etc.
There can never be too much help. It is good deeds and social initiatives that unite the country and make it invincible.
