The ESG Hub held an online meeting on the role of GR and social responsibility in business success

02/ 05/ 2025

Listen to online Stop   On 24 April 2025, the EBA ESG Hub held a meaningful online discussion focused on the transformational potential of social responsibility and engagement with public authorities (GR) as strategic tools for business growth and positive societal impact. The event was moderated by Serhii Ivashchenko, Co-Chair of the EBA ESG Hub and Director of Government Relations at METRO Ukraine. Experts from the “Children of Heroes” charity foundation joined the discussion to explore how CSR and GR can promote sustainable development and foster effective partnerships between business, the state, and civil society. The meeting highlighted the vital role of CSR and GR amid the current challenging socio-economic situation in Ukraine. Opening the event, Serhii Ivashchenko stressed that social responsibility is not only a moral obligation but also a strategic factor in business success. He emphasised that constructive engagement with public institutions opens up new opportunities for companies — both in business and in broader societal progress. Antonina Holovach, Co-Founder of the foundation, shared the story of the organisation, which supports children who have lost one or both parents due to the war. Established by professionals from the business community, the foundation is built on efficiency and transparency, applying business practices such as auditing and supervisory boards. Antonina noted that since 2022, charity has become the new norm in Ukraine, and more companies are seeking innovative approaches to social initiatives. The foundation supports children until they reach adulthood, which requires long-term partnerships with both business and government. Oksana Zhuravel, Project Manager for GR at the foundation, explained how government relations help forge partnerships with public institutions. She spoke about key GR tools: political landscape analysis, engagement with policymakers, and participation in shaping public policy. GR is vital for cross-sector coordination during wartime. One example is the “Safe School” initiative, which, through a tripartite partnership (business, government, and NGOs), ensures schools are equipped with shelters — currently covering 40 schools per year. Despite bureaucratic hurdles, consistent communication and trust have enabled effective progress. Valeriia Mykhalko, Deputy Head of Corporate Fundraising, demonstrated how CSR fits into the broader ESG context. According to her, companies with advanced ESG approaches have 20% higher share value and greater crisis resilience. CSR initiatives, such as employee volunteering, improve team morale and reduce staff turnover by 57%. At the same time, 62% of Ukrainian consumers consider a brand’s social responsibility when making purchases. For companies aiming to enter international markets, this is a matter of trust and competitiveness. Antonina Holovach presented examples of the foundation’s partnerships with businesses: Oleyna brand: culinary workshops for children as a form of art therapy. A portion of each sale (UAH 0.30 per bottle) goes to support the foundation. After labelling the social mission on the packaging, brand preference increased by 25%. Aurora Multimarket: creation of “joy boxes” for children — raising UAH 3 million for International Children’s Day. MHP and Okhmatdyt Hospital: organised mobile medical visits for 350 children in remote communities. Ukrsibbank: funded foreign language and journalism courses for children. DVLAS: an online shop where employees bought warm clothes for children — raising UAH 3 million. SOCAR: sold children’s drawings as Christmas cards at petrol stations — funding gifts for children. TSEKH: art therapy where children painted doves — artworks were sold to fund treatments. These cases illustrate how social initiatives can be integrated into business operations, enhancing brand reputation, team engagement, and community impact. Speakers shared a checklist for launching CSR initiatives: Define a clear goal aligned with your ESG strategy. Choose reliable partners with a reputation for transparency and professionalism. Develop a joint plan with KPIs and a budget. Formalise the partnership via agreements or memoranda. Involve your team — through volunteering and communication. Share the outcomes — stories inspire. Analyse and scale — using analytics and focus groups. The EBA ESG Hub meeting reaffirmed: CSR and GR are not only about reputation but about building resilient, results-oriented partnerships that lead to business success and positive societal change. With strategic planning, creativity, and long-term motivation, businesses can become a driving force for Ukraine’s recovery and development.

On 24 April 2025, the EBA ESG Hub held a meaningful online discussion focused on the transformational potential of social responsibility and engagement with public authorities (GR) as strategic tools for business growth and positive societal impact. The event was moderated by Serhii Ivashchenko, Co-Chair of the EBA ESG Hub and Director of Government Relations at METRO Ukraine. Experts from the “Children of Heroes” charity foundation joined the discussion to explore how CSR and GR can promote sustainable development and foster effective partnerships between business, the state, and civil society.

The meeting highlighted the vital role of CSR and GR amid the current challenging socio-economic situation in Ukraine. Opening the event, Serhii Ivashchenko stressed that social responsibility is not only a moral obligation but also a strategic factor in business success. He emphasised that constructive engagement with public institutions opens up new opportunities for companies — both in business and in broader societal progress.

• Antonina Holovach, Co-Founder of the foundation, shared the story of the organisation, which supports children who have lost one or both parents due to the war. Established by professionals from the business community, the foundation is built on efficiency and transparency, applying business practices such as auditing and supervisory boards. Antonina noted that since 2022, charity has become the new norm in Ukraine, and more companies are seeking innovative approaches to social initiatives. The foundation supports children until they reach adulthood, which requires long-term partnerships with both business and government.

• Oksana Zhuravel, Project Manager for GR at the foundation, explained how government relations help forge partnerships with public institutions. She spoke about key GR tools: political landscape analysis, engagement with policymakers, and participation in shaping public policy. GR is vital for cross-sector coordination during wartime. One example is the “Safe School” initiative, which, through a tripartite partnership (business, government, and NGOs), ensures schools are equipped with shelters — currently covering 40 schools per year. Despite bureaucratic hurdles, consistent communication and trust have enabled effective progress.

• Valeriia Mykhalko, Deputy Head of Corporate Fundraising, demonstrated how CSR fits into the broader ESG context. According to her, companies with advanced ESG approaches have 20% higher share value and greater crisis resilience. CSR initiatives, such as employee volunteering, improve team morale and reduce staff turnover by 57%.

At the same time, 62% of Ukrainian consumers consider a brand’s social responsibility when making purchases. For companies aiming to enter international markets, this is a matter of trust and competitiveness.

Antonina Holovach presented examples of the foundation’s partnerships with businesses:

• Oleyna brand: culinary workshops for children as a form of art therapy. A portion of each sale (UAH 0.30 per bottle) goes to support the foundation. After labelling the social mission on the packaging, brand preference increased by 25%.

• Aurora Multimarket: creation of “joy boxes” for children — raising UAH 3 million for International Children’s Day.

• MHP and Okhmatdyt Hospital: organised mobile medical visits for 350 children in remote communities.

• Ukrsibbank: funded foreign language and journalism courses for children.

• DVLAS: an online shop where employees bought warm clothes for children — raising UAH 3 million.

• SOCAR: sold children’s drawings as Christmas cards at petrol stations — funding gifts for children.

• TSEKH: art therapy where children painted doves — artworks were sold to fund treatments.

These cases illustrate how social initiatives can be integrated into business operations, enhancing brand reputation, team engagement, and community impact.

Speakers shared a checklist for launching CSR initiatives:

• Define a clear goal aligned with your ESG strategy.

• Choose reliable partners with a reputation for transparency and professionalism.

• Develop a joint plan with KPIs and a budget.

• Formalise the partnership via agreements or memoranda.

• Involve your team — through volunteering and communication.

• Share the outcomes — stories inspire.

• Analyse and scale — using analytics and focus groups.

The EBA ESG Hub meeting reaffirmed: CSR and GR are not only about reputation but about building resilient, results-oriented partnerships that lead to business success and positive societal change. With strategic planning, creativity, and long-term motivation, businesses can become a driving force for Ukraine’s recovery and development.