At RETAIL EXPO 2025, Olha Pravda, HR Director at Avrora, joined a key professional discussion dedicated to responsible retail. During the session “Responsible Retail: People and Values”, she shared the company’s experience and spoke about how the retail industry can remain resilient, caring, and genuinely human in times of war.

The discussion focused on the daily HR challenges faced by retailers. Participants explored how to work with teams in crisis conditions while maintaining stability, predictability, and engagement. Olha outlined Avrora’s approaches to creating a safe environment for employees — from clear action algorithms during threats to programs that develop psychological resilience for teams and managers.

Special attention was given to how retail companies today maintain employee loyalty and motivation. The war made it clear that universal solutions do not exist, and businesses must find individualized approaches for different roles — from store staff to office teams. The conversation covered the diversification of tools that influence loyalty, the adaptation of HR initiatives for various employee groups, and the importance of preserving a unified corporate culture in the process.

Another important part of the discussion addressed tools for employee engagement: transparent and empathetic communication, regular analysis of team sentiment, and development opportunities even during unstable times. Participants shared practices that are already showing results, as well as methods for evaluating effectiveness to understand which tools truly work.

A significant emphasis was placed on value-driven leadership. Olha highlighted that a culture of care and trust is not a standalone initiative but everyday leadership behavior that shapes employees’ experience and strengthens the organization’s ability to navigate challenges.

The discussion concluded with the topic of inclusion in retail: how to create shopping spaces that are accessible and comfortable for all customers, regardless of their needs. This includes not only architectural solutions but also service culture, empathy, and the willingness of businesses to evolve for the sake of people.