At this year’s PR MRTHN, Maksym Nezviyetskyi, Marketing Director of the “Avrora” multi-market chain, joined a panel discussion dedicated to the transformation of corporate social responsibility in Ukraine. During the conversation, he emphasized that the modern approach to CSR is not about one-off activities or formal initiatives, but about fully integrating responsibility into a company’s strategic processes. This includes systematic, long-term actions that shape internal values, engage teams in socially important projects, build partnerships with communities, and launch sustainable programs capable of delivering tangible change.

It is crucial not only to take action but also to measure the impact correctly — not through reach or short-term social media reactions, but through real influence on people and society. In 2025, CSR is no longer seen as a bonus or a PR tool. It has become part of the strategy, culture, and everyday decision-making of brands. That is why companies demonstrate responsibility not only through support and assistance, but also through their ability to feel the “pulse” of society: calling for donations at important moments, promoting the Ukrainian language, responding to events, and maintaining honesty in their communications.