Socially Responsible Business as the New Norm: Olena Tanasiichuk Speaks at Beauty Expo Kyiv

Corporate social responsibility is becoming an increasingly important element in the recovery of Ukrainian society. The role of business in supporting social initiatives and assisting people during the war was highlighted by Olena Tanasiichuk, President of the “Public Resources and Initiatives” Charity Foundation, during a conference held as part of Beauty Expo Kyiv.

The event, organized by Oksana Palagecha, brought together business representatives, industry experts, and civil society leaders to discuss new approaches to business development in times of war and during Ukraine’s future recovery.

During her speech, Olena Tanasiichuk emphasized that the role of business in society is changing significantly under wartime conditions. Today, companies are not only employers or service providers but also active participants in social transformation, helping the country endure and rebuild.

“Socially responsible business is no longer a trend — it is becoming the new norm for Ukraine. People increasingly choose not only a product or service, but also the values behind a company. When businesses systematically support social initiatives and help people, it builds trust, creates an emotional connection with clients, and unites communities around a brand,” said Olena Tanasiichuk, President of the Foundation.

One example of such cooperation is the Foundation’s charitable initiative “Give Kindness. Children-to-Children 2025,” which annually brings together businesses and their clients to support children in need.

Through this campaign, gifts are collected for children from frontline areas, internally displaced families, families of fallen or missing soldiers, families of prisoners of war, and other children living in difficult circumstances.

Partnerships with businesses also make it possible to develop other social initiatives of the Foundation. Among them is the children’s camp “Give Kindness. Children-to-Children: Bukovynian Holidays,” where children from frontline communities can rest, recover, and experience a few days of safe childhood.

According to the speaker, corporate social responsibility does not necessarily require large budgets. Above all, it reflects an awareness of a company’s role in society and a willingness to contribute to positive change.

The “Public Resources and Initiatives” Charity Foundation remains open to cooperation with businesses and invites companies to join joint social initiatives aimed at supporting children, families of military personnel, and communities affected by the war.

Together, such partnerships help build a culture of mutual support and strengthen Ukrainian society.