TRANSFORMATION OF CORPORATE SOCIAL RESPONSIBILITY: FROM SUSTAINABLE DEVELOPMENT CONCEPTS TO SUPPORTING SOCIETY IN TIMES OF WAR IN UKRAINE

Анотація

The article examines the significance of Corporate Social Responsibility (CSR) for Ukrainian companies, especially in the ongoing war in Ukraine. The authors highlight how businesses are re-evaluating their management approaches due to global challenges such as climate change, social issues, and the environmental impact of corporate activities. Companies are now expected to consider the interests of all stakeholders rather than focusing solely on profit maximization, aligning with a growing global trend that values corporate accountability. The research focuses on the increasing importance of CSR in Ukraine since the full-scale invasion in 2022, noting how companies have directed resources toward social projects, charitable efforts, and support for the Ukrainian military. The article thoroughly explores Nova Post's CSR journey, from implementing employee-focused initiatives to extensive military and humanitarian efforts support. Detailed figures illustrate the company's substantial investments in support of Ukraine’s victory, exemplifying CSR efforts on a large scale. The study further provides recommendations for other Ukrainian companies to enhance their CSR practices. Key suggestions include improving transparency in reporting, aligning CSR initiatives with business strategies, and maintaining active engagement with local communities. By focusing on priority areas within the Environmental, Social, and Governance (ESG) framework, companies can achieve more impactful results. Furthermore, strengthening communication around CSR initiatives, particularly their economic and social benefits, is essential for building trust and commitment among stakeholders. Overall, this study sheds light on the evolving role of businesses in Ukrainian society amid the challenges of wartime. CSR has become a vital pillar for sustaining stability, fostering resilience, and contributing to the country's reconstruction. The article offers valuable insights and best practices for companies seeking to strengthen their social responsibility efforts, positioning CSR as a strategic necessity in today’s volatile environment. Keywords: corporate social responsibility (CSR), Nova Post, business during war, social initiatives, humanitarian aid, social strategy, ESG.

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