On February 12, Aurora’s CEO Taras Panasenko took part in the “Year of the Community of Veteran-Friendly Businesses” event — a gathering of leaders from Ukrainian companies that systematically support those returning from war to civilian life.

Usually, motivational letters are written by people who aspire to join a company. It is hard to imagine circumstances in which CEOs would write them. But on this day, everything was different. The CEOs who are already shaping a new culture of responsible business created their own motivational letters — as a public stance, a personal manifesto, and an appeal to fellow leaders as well as to future generations of executives. These were sincere and deeply human texts about values, responsibility, and the choice to act.

During the panel discussion, Taras Panasenko shared his personal motivation and Aurora’s experience in building a systematic approach to working with veterans. The company is consistently developing a comprehensive support ecosystem: from employment opportunities and the creation of the Chief Veterans Officer role to internal adaptation programs. Another key focus is the development of veteran entrepreneurship through the “Trajectory” grant program, which helps veterans launch and scale their own businesses.

According to Panasenko, supporting veterans is not about charity. It is about a new ethical standard for Ukrainian business and a strategic vision for the future. By investing in those who defend the country, companies invest in trust, resilience, and competitiveness. This kind of systemic responsibility lays the foundation for the post-war economy and transforms the role of business in society — from observer to active co-creator of change.

For Aurora, this is not a situational initiative but part of a long-term strategy. Because a strong country begins with strong people, and a strong business begins with values proven through action.