How business helps society and the Armed Forces during the war
Video Day Full War in Ukraine, which has been going on for more than six months, has forced Ukrainian business to reorient its sustainable development programs. If, a year ago, entrepreneurs have been invested in projects to reduce emissions, waste management, support for socially disadvantaged segments of the population, now most funds are sent to support the Armed Forces and victims of Russian aggression.
“A full -scale invasion, which was difficult to imagine in the 21st century, requires the mobilization of all of us. We are fighting for the independence of our beautiful country, so business is doing everything possible to help the army, our citizens, ”-said Alexander Hnatik, head of the PR line of EVA shops. In recent years, there has been a boom in socially responsible investments.
Large international funds will not invest, moreover - they will not sign contracts with companies where they do not take care of environmental protection problems, humiliate employees or do not help society. Businesses publishes non -financial reports every year that have the same impact on the value of shares as income and sales data. Most sustainable development programs are based on several components, ESG criteria. What are they composed of? Environmental (E) - Environment.
These are programs that relate to environmental impact. It can be competent waste management, a gradual reduction of harmful emissions and air pollution, a decrease in a carbon trail and more. Social (S) - social development. Decent working conditions, equal opportunities for employment, support for public organizations or certain vulnerable groups of the population - these are what programs can bring to life. Governance (G) - Company management.
It is about whether management management is guided by ethical methods of doing business, whether gender diversity is implemented in the Board of Directors, whether the business is transparent and the company pays taxes to the budget. Every company that seeks to become socially responsible selects a certain direction and works with it.
In the pre -war period it can be supporting socially vulnerable population groups, such as women who have survived violence, want to change their lives and get a new profession. Or support of hospitals or poverty overcome in the country. The main clients of EVA shops are women, so in the pre -war years we took care of them, says Alexander Hnatik.
Seven years, since 2015, the company has held the Mom of the Year Award, which is dedicated to caring, inspiring, beautiful, stylish, successful, kind, energetic and talented moms. The project found tens of thousands of supporters and collected more than four thousand stories of happy motherhood. This year, unfortunately, the competition was not held due to the war. In addition, from 2015 to 2019, the company organized Orange Days - a social project to help premature babies of Ukraine.
During the existence of the program, it was possible to raise about 2 million UAH and assist 12 children's hospitals and perinatal centers. And in 2019, more than 80,000 EVA buyers helped to fulfill the dream of a seriously ill girl who wanted to visit Turkey and see with her own eyes to see the place of filming of the favorite series "The Great Age". The war that came to Ukraine forced the company to completely change its approach to sustainable development programs.
Tatiana Sakharuk, Chairman of the Board of the UN Global Treaty in Ukraine, says that Ukrainian entrepreneurs were the first to assist troops and society. For example, the MHP provided for free products "Our Ryaba" hospitals, territorial defense, Armed Forces and refugees. And DTEK was quickly able to return light in housing in the territories of Borodyansky, Makariv, Buchan, Vyshgorod districts.
Oleksandra Hnatik says that in the first days after the start of the war, the company created an operational headquarters for processing requests for charitable assistance from TRO, Armed Forces, volunteer organizations, shelters for displaced persons and medical institutions.
The headquarters worked and satisfied more than 360 requests for assistance from 140 cities in all regions of Ukraine and transferred more than 109 thousand units of goods of essential goods for a total amount of about UAH 4. 8 million. The EVA has transferred UAH 2. 5 million to the EVA Fund, and buyers - more than UAH 6. 5 million within the framework of the Protection Program. In July, the company transferred two quadcopters DJI Mavic 3 worth about 220 thousand UAH.
Before that, Eva quadcopitors also gave her own, the Armed Forces. Businessman Ruslan Shostak, co -owner of EVA stores, created the initiative "Childhood without War". The project that supports EVA is aimed at evacuation of orphans and children deprived of parental care to Turkey. Thanks to this initiative, there are about 2,000 children and those who accompany them. Network customers can also help - to translate their bonuses, which they have received under the EVA Mosaic loyalty program.
You can do this on the EVA Blog Charity page, EVA mobile app and shops. “There are a lot of requests from the support of society and victims during the war of people to help the Ukrainian military at the forefront. Therefore, our programs are very diverse, ”says Alexander Hnatik. Carefully monitor the behavior of the business and the consumers themselves. About half, namely 44% of Ukrainians, when choosing a brand, pay attention to its assistance from the Armed Forces.
And 34% are interested in whether the company works in Russia, according to Gradus Research. For 21% of citizens, the brand volunteer activity plays an important role, and the political position is understandable - an important aspect of choosing for 18% of buyers. “The war forced us to divide the world into" our "and" strangers ", and it did not bypass the sphere of consumption.
Buyers are less forgotten by their neutrality brands, and more and more await that brands will take a clear position and, together with Ukrainians, will do something to win the war, ”says Yevgeny Bliznyuk, founder and director of the research company Gradus Research. "Outside of politics" is no longer perceived by Ukrainians as an adequate time of the brand's position. And this is a significant shift for the market.
Oleksandra Hnatik says that business should analyze current needs and focus efforts to solve current problems of society. Especially in crisis moments for the state. For example, during the Covid-19 EVA pandemic, it provided 242 supporting hospitals with the necessary washing, laundry and disinfectants for a month. The defenders of Ukraine undergoing treatment at the Dnipropetrovsk Regional Clinical Hospital. Mechnikov, daily get hot lunch.
About 120-150 servings are prepared at the restaurant capacity for employees in the company's central office. "And for the East Air Command Missile Command, 200 NATO Brobotions were purchased according to NATO standards by US company CAA Industries worth $ 119,668," the expert notes. Ukrainian business should respond quickly to new requests for societies that have changed greatly after the war.
Consumers began to be interested in entrepreneurs what they were doing for the welfare of the country and its inhabitants. Therefore, after the victory, projects will be important for the rehabilitation of the Ukrainian military, the support of vulnerable categories of people who remain without housing through Russian aggression and participation in the reconstruction of the country.