Business Communications in Wartime: The New Reality of Ukrainian Business

The Communication Front of Ukrainian Business

The full-scale invasion on February 24, 2022, became a tectonic shift for Ukrainian society and economy, irreversibly transforming business communications from a standard operational function into a key strategic instrument of survival, resilience, and national identity. Communication stopped being just about what a company says; instead, what became defining was what it does, how it cares for people, and what values it defends. This report analyzes the fundamental changes that occurred in internal, external, and inter-corporate communications, demonstrating how crisis forged a new social contract between business and society.

The first days and weeks of war forced companies to instantly reassess all business processes. Priorities changed dramatically: instead of promoting products and services, ensuring employee safety and informing stakeholders about operational status came to the forefront. This initial reactive stage quickly evolved into a proactive strategy where communication became the primary means to maintain team cohesion, customer loyalty, and business continuity.

A fundamental shift occurred from a profit-centric to a human-centric model. Focus shifted from market share and financial indicators to safety, psychological support, and demonstration of a clear civic position. This transformation is not a temporary adaptation but indicates the formation of new, deep-rooted principles of interaction between business, its employees, and customers.

Table 1: Key Shifts in Internal and External Communications

This table visualizes the systemic nature of changes that occurred in Ukrainian business communication paradigm and serves as a concise summary of key transformations detailed in the report.

Section 1: Transformation of Internal Communications: From Information to Care

The deepest changes affected companies’ interaction with their most important stakeholders—employees. Communications transformed from unidirectional directives into multilateral dialogue centered on safety, stability, and psychological well-being.

Empathy as New Corporate Currency

Immediate and unconditional priority for business became caring for the safety and well-being of their teams. Communication transformed into a psychological support tool, with executives and HR departments taking on the role of caregivers. Research conducted during this period shows strengthening of corporate culture, enhanced team cohesion, and increased employee care levels. Companies implemented comprehensive psychological support programs, organized regular check-ins with colleagues, and provided direct financial assistance.

This empathy-oriented approach is not merely a humanitarian response but a critically important strategy for ensuring business continuity. In conditions of extreme uncertainty and collective trauma, psychological safety became a necessary prerequisite for productivity. Companies that invested in employee well-being were able to retain their teams and maintain operational activities, while others faced burnout and staff turnover. Thus, empathy was institutionalized as a key leadership effectiveness indicator and risk management element aimed at preserving the most valuable asset—human capital.

Leadership in an Era of Uncertainty: CEO as Chief Empathy Officer

The role of top management changed dramatically. Company leaders became the primary source of stability and verified information. Regular, transparent communications such as daily video addresses became standard practice for combating misinformation and maintaining team morale. Direct communication channels were created allowing employees at all levels to contact senior leadership, fostering trust and a sense of shared purpose. Leaders were required to demonstrate resilience and calm, reassuring teams about the company’s future and their place in it.

Digitalization of Workspace and New Etiquette

Mass employee relocation accelerated the transition to remote and hybrid work models, forcing companies to create reliable digital communication infrastructures. Clear separation was established between formal (work) and informal (support and communication) channels, often using tools like Slack, Telegram, and corporate messengers. This division allowed for 24/7 support in informal chats while maintaining work-life boundaries in formal channels.

New digital etiquette emerged emphasizing clarity, conciseness, and respect for personal time, especially given irregular schedules due to air raids and power outages. Using audio messages in business correspondence became less acceptable as it demonstrates less respect for the interlocutor’s time and context.

Supporting Mobilized Colleagues and Their Families

An important aspect of internal communications became supporting employees serving in the Armed Forces of Ukraine. A DOU survey showed that 68% of IT companies preserve jobs for mobilized specialists, and 60% continue providing financial support. Companies created special funds, maintained regular contact with mobilized employees and their families, and actively participated in fundraising for their units, demonstrating long-term commitments beyond legislative requirements.

Section 2: External Communications: Sincerity, Position, and Social Responsibility

This section analyzes in detail the radical restructuring of B2C and public communications. War made neutrality impossible, forcing brands to become active participants in the national narrative.

“Silence is Also a Position”: The Imperative of Clear Civic Stance

From the first days of invasion, society demanded a clear and unambiguous position from business regarding the aggression. Corporate silence was interpreted as complicity or indifference, leading to significant reputational losses. This required not only public statements but concrete actions such as ceasing operations in the aggressor country and supporting the Ukrainian army and volunteers. Alignment of words with actions became a new criterion of corporate integrity.

New Tonality: From Sales to Support

Pre-war aggressive marketing tonality and competitive positioning instantly lost relevance. New tone of voice is defined by empathy, sincerity, patriotism, and support. Communications shifted from product-centric messages to narratives about shared experience, national pride, and gratitude to the Armed Forces. Brands that successfully adapted to this tonality strengthened connections with consumers on a deep emotional level. The key message evolved from “buy our product” to “we are with you, we work for victory.”

Crisis Communications as Daily Routine

Days of national tragedy, massive missile attacks, and mourning required brands to develop new communication protocols. Unwritten ethical frameworks emerged, later confirmed by surveys of communication professionals.

The formation of these unwritten rules indicates the emergence of collective “corporate emotional intelligence.” This is not a directive from above but a consensus that arose organically, guided by market and societal reactions to ethical behavior. This process demonstrates the maturity of Ukrainian business environment where reputational risk is now inseparably linked to a company’s ability to demonstrate authentic empathy in real time. This collective intelligence acts as a self-regulating mechanism that punishes brands violating these norms much faster and more effectively than any formal regulation.

Table 2: Recommendations for Communications on Days of National Tragedy

This table serves as a practical tool for communication managers to make quick and ethical decisions in stressful situations.

Situational Marketing: Navigating a Minefield

The extremely dynamic information environment created opportunities for flexible situational marketing. Successful examples like the “Johnsonyuk” croissant from “Zavertailo” bakery demonstrated deep understanding of public moods and humor. However, this is a high-risk strategy. Brands that incorrectly assessed tonality or context faced instant negative reactions, highlighting the thin line between relevance and opportunism.

Section 3: B2B Communications and Partnership: Resilience, Trust, and Digital Acceleration

This section explores the evolution of business-to-business relationships that became less transactional and more oriented toward mutual survival and shared values.

Partnership Reimagined: “Context Above All” Principle

Ukrainian companies began favoring partners who understand the realities of doing business during war. This led to seeking new markets and strengthening ties with partners from countries with similar experience, such as Israel. The ability to be flexible, reliable, and supportive became more valuable than pre-war prices or terms. Trust and shared values became the foundation of sustainable B2B relationships.

Contractual Relations Under Force Majeure

War caused widespread application of force majeure circumstances, fundamentally changing contractual obligations. This required a new level of communication and negotiations between partners regarding terms, payments, and deliveries. Legal frameworks and business practices were forced to adapt to disruptions in logistics, production, and financial stability, leading to more detailed and contextually informed contract drafting.

Digital Transformation Acceleration: The Rise of Electronic Document Flow (EDF)

The need for secure, reliable, and fast document exchange in conditions of lockdowns, relocations, and dispersed teams made implementing Electronic Document Flow (EDF) a critical necessity rather than just a trend. Companies like “Aurora” network reported significant time and resource savings from transitioning to EDF, highlighting its role in maintaining operational efficiency and resilience. State digitization policy additionally accelerated this process.

Mass EDF implementation is more than just technological upgrade; it’s structural strengthening of the entire Ukrainian business ecosystem. It creates a more transparent, secure, and resilient economic foundation, less vulnerable to physical destruction such as loss of paper archives or postal service disruptions. This digital infrastructure, forged by necessity, will become a significant competitive advantage in post-war reconstruction, facilitating faster integration with international partners and digital markets.

Section 4: Practical Cases: Wartime Communication Standards

This section provides in-depth analysis of specific companies that became models of effective wartime communications, illustrating principles discussed in previous sections.

“This is Ours”: Patriotic Repositioning of “Darnitsa”

Pharmaceutical company “Darnitsa” fundamentally changed its positioning from international player to proud Ukrainian brand. The “This is Ours” campaign deeply resonated with audiences, based on the insight “Ukrainian means reliable.” Their communication strategy was built on care, gratitude to the Armed Forces, and honoring the resilience of ordinary Ukrainians, using various channels—from branded trucks to photo projects in Kyiv metro. This case demonstrates masterful combination of brand identity with national sentiments.

“Iron” Communication: “Ukrzaliznytsia” as Symbol of Resilience

“Ukrzaliznytsia” transformed its communications from state enterprise image to vital national service. Its channels became a source of critical information for evacuation and a symbol of the country’s unbreakable spirit. The company demonstrated adaptability through digitalization (new app, online services) and social initiatives (Food Train, inclusive cars), communicating not just schedules but care and innovation.

Empathy and Speed: “Nova Poshta” Model

“Nova Poshta” focused its communications on being simple, understandable, and empathetic. Its key messages concerned operational status and the company’s role in supporting the country’s logistical backbone. The company’s strategy prioritized internal communications, understanding that a supported team is the foundation of quality external service. “Nova Poshta” emphasized its role as a source of stability and support for people in a chaotic environment.

From Promotion to Utility: robota.ua Pivot

In the first days of war, portal robota.ua suspended all advertising communications and switched to providing vital information. Their first email newsletters contained links to official sources, bomb shelter maps, and emergency checklists. This act of prioritizing public benefit over business goals built enormous trust and demonstrated deep understanding of audience urgent needs.

Section 5: New Social Contract: Veteran Reintegration as Corporate Culture Pillar

This section analyzes one of the most important long-term challenges and opportunities for Ukrainian business: successful reintegration of a significant number of veterans into the workforce.

Scale of Challenge and Strategic Opportunity

With the potential return of millions of veterans to civilian life, their successful reintegration becomes a matter of national economic and social stability. Business increasingly realizes that veteran employment is not only a social obligation but also a competitive advantage. Veterans bring unique skills: leadership, discipline, resilience, teamwork, and problem-solving under pressure.

Creating “Veteran-Friendly” Environment: Principles and Practices

Ethical Communication: The foundation is respectful and humane interaction. Key principles include avoiding pity, openness and honesty, allowing authenticity, and refusing to glorify or stigmatize their experience. Communication with veterans should focus on their skills and potential, not trauma.

Workplace Adaptation: This includes practical steps such as specialized onboarding for veterans, training for HR managers and supervisors on military culture and “translating” military skills to civilian positions, creating mentorship programs, and ensuring access to psychological support.

Understanding Psychological Aspects: Recognizing psychological challenges of transition—loss of identity, community, and purpose—is crucial for creating a supportive environment. Companies must be prepared to work with issues like PTSD and stress, often through Employee Assistance Programs (EAP).

Big Business Leadership: Reintegration Cases

Systematic veteran reintegration programs implemented by industrial giants are a form of private state-building. Faced with demographic crisis and risk of a “lost generation” of defenders, these companies are not just filling personnel gaps; they are proactively building a vital element of social infrastructure—a bridge from military to civilian life that the state alone cannot provide at such scale. This testifies to the deep evolution of corporate social responsibility in Ukraine, which has moved from peripheral projects to taking responsibility for solving a key challenge to national security and economic recovery. This will become a defining feature of post-war Ukrainian governance model.

1. MHP: Implemented a multifaceted program including job and salary preservation for mobilized employees, 24/7 support hotline, medical examinations after return, and grants for veteran business.
2. DTEK: Actively employs veterans, including those with disabilities, and created an institute of mentorship and special “veteran assistants” at enterprises to accompany new employees during adaptation.
3. Metinvest: Significantly invests in retraining and education programs, offering veterans accelerated qualification acquisition and free higher education at “Metinvest Polytechnic” university. The company also provides expanded psychological support and assistance with prosthetics and rehabilitation.

Conclusion: The Future of Business Communications in Ukraine

This final section summarizes key findings and offers a view on the long-term legacy of war-caused transformations.

Summary of Sustainable Trends

Analysis shows that shifts toward empathy, transparency, clear civic position, and deep social responsibility are not temporary. They have become fundamental expectations for any business operating in Ukraine. The human-centric approach is now embedded in corporate DNA.

Forecast: New Corporate Culture

Wartime experience is forming a unique Ukrainian model of management and communications characterized by resilience, flexibility, and strong sense of corporate citizenship. This will likely bring Ukrainian business practices closer to European standards of corporate governance and social responsibility. Long-term impact on human capital will become a defining challenge requiring new HR policies focused on reskilling, mental health, and inclusivity.

Strategic Recommendations

Based on the conducted analysis, the following strategic recommendations can be formulated for business:

1. Formalize the Informal: Institutionalize empathetic communication practices developed during crisis into permanent HR and communication policies.
2. Invest in Reintegration: Develop proactive strategy for hiring and supporting veterans, considering this a long-term investment in talent and national recovery.
3. Maintain Digital Momentum: Continue investing in digital tools and processes that enhance resilience and efficiency.
4. Be Values-Driven: Ensure company mission and values are clearly articulated and consistently demonstrated through actions, as this is the new currency of trust for employees, customers, and partners.