Results of the business brunch “BUSINESS. INVESTMENT. LEADERSHIP. THE FUTURE OF UKRAINE”
On November 19, Kyiv hosted the business brunch “BUSINESS. INVESTMENT. LEADERSHIP. THE FUTURE OF UKRAINE.” This event brought together entrepreneurs, investors, top managers, and experts to discuss Ukraine’s 2030 economy and the role of responsible business in shaping it.
Host Maria Skiba emphasized that modern business isn’t just about profit, but a culture of responsibility and partnership. Yuri Atanov and Victoria Shteinberg, co-founders of FIRST BUSINESS, emphasized that it is the business community that creates the economy of the future every day, and the power of partnerships and leadership is key in times of turbulence.
Loyalty as an investment
Lyubov Podgornaya ( co-founder of MSP LLC, Finest TM) spoke about loyalty as a company’s strategic asset. Gifts, attention to detail, and aesthetics are not just nice-to-haves, but tools that strengthen trust and corporate culture.
Gifts, attention to detail, and aesthetics are not just nice gestures, but effective tools for building corporate culture, trust, and leadership within a team.
Key market trends :
- rapid growth in demand for welcome kits and personalized gifts for employees and partners;
- the “exit gratitude” approach – when a company gives a gift even to a departing employee, emphasizing the respect and value of the person;
- the formation of a sustainable gift culture, which is already becoming a market trend.
The user as a source of solutions
Denis Solyankov (Head of Product Design, Liga Zakon) shared his experience building products based on real user needs. The product team consciously initiates dialogue and turns user complaints into a map of the service’s weaknesses.
Insights include specific needs of accountants that Google and basic AI tools can’t answer, but that an expert system based on deep analytics can. Prototypes help identify interface “blind spots”—moments where users get lost and fail to achieve their goals.
Fatherhood as a strategic investment
Liliya Oleynik (TM ilive, NGO “Living in Harmony”, “Women of Ukraine”) explored the topic of fatherhood as an investment in human capital.
Her message: the greatest investment in the future is in children, not just your own. It is through education, values, and daily interaction that the generation of future leaders and the strength of the nation are formed.
Ukraine 2030: Economy, Investment, Responsibility
The event focused on the panel discussion “Ukraine 2030: A Strategic Vision for Business,” moderated by Nadiya Shulyak.
Participants:
- Valentina Sakhno (KSE Business School) on how building a competitive economy of the future is impossible without high-quality business education, leadership training, and competency development.
- Boris Shestopalov (HD-group, GFS Group) discussed how, in a subsidized and partially war-torn economy, business must inevitably collaborate with the state, and digitalization ensures transparent rules for such interaction. He emphasized the potential of food processing and exports and the need for long-term investment cycles involving the state, business, and science.
- Olga Romanova (AB InBev Efes Ukraine) – the importance of platforms where business, government, and the public sector can openly exchange opinions and support each other.
- Andriy Dligach (Advanter Group / Board) emphasized that the future of Ukraine’s economy depends on the transition from a raw materials-based model to an economy built on human capital, innovation, and entrepreneurship.
Made in Ukraine on the global market
Irina Zelenina (Export Support Center, Ukrainian HoReCa Cluster, Ukrainian Export Alliance) emphasized that Ukrainian exports did not stop even during the war, and while the domestic market is shrinking, expanding abroad is becoming a necessity.
Every company operating in foreign markets is an ambassador for Ukraine, and the quality, reliability, and competitiveness of its products build trust in the country.
Her three key business tips:
- Strategically plan market entry.
- Do your homework – certification, product adaptation, high-quality communication.
- Prove reliability by action, compliance with deadlines, volumes and agreements.
Transformation of the labor market: how the role of women is changing and what trends are dominating
Ekaterina Tyurya (HRD of Veranda on the River/Penix restaurants) focused on key challenges in the labor market and the strengthening role of women in modern leadership.
The main message: people are the strategic capital of a business, and social responsibility and support become part of the corporate DNA.
Key points:
• Due to migration, mobilization and demographic decline, Ukraine has lost a significant portion of its working population, which has created a personnel shortage.
• Women have become a dominant force in the labor market: 62% of new search engines are women.
• More and more women are mastering professions in industries that were previously dominated by men – logistics, manufacturing, energy, construction.
• Flexible schedules, remote work and safe conditions are critical tools for attracting talent.
• Charity, mutual support and team participation are becoming new standards of corporate culture.
Ekaterina emphasized: “When everyone on the team is involved in good deeds, it fosters shared responsibility and the right values within the company.”
A digital ecosystem for effective marketing
Roman Peresunko ( co-founder of Primax.Digital) presented the Primax technology platform as a tool that helps businesses automate marketing, increase the effectiveness of advertising budgets, and scale without chaos.
“68% of AI-related innovations fail to catch on. This indicates that businesses are jumping on the AI bandwagon without fully understanding what they want to achieve. Therefore, any implementation should begin not with the technology, but with answering the question: what problem do we want to solve and what value do we want to create?”
The inspiring atmosphere of the event was enhanced by a musical performance by Yulia Yaroshenko, frontwoman of the band KAROOKA.
Event partners
General Media Partner: We Are Ukraine TV Channel
Hospitality Partner: Veranda on the River
Wine Partner: Explore the French way of life with Maison Castel wine
Water Partner : Morshynska – natural restoration and maintenance of hydrobalance daily
Partners:
AB InBev Efes Ukraine, SME, Primax, Yves Rocher, Turiy & Partners Law Firm, We Ukraine+, Channel 33, Pryamoy TV Channel, RBC-Ukraine, Apostrophe Media Group, Mind.ua, Delo.ua, Kommentarii, Business Directory studioofmydreams, BUT.IN.UA, Star Brothers, Post.factum, GLORY store.
The Business Branch became a platform where loyalty and leadership, export and digitalization, innovation and human capital came together. Its overall goal is to foster a culture of responsible entrepreneurship, strengthen economic resilience, and jointly seek solutions for Ukraine in 2030.
Also follow “Pryamy” on Facebook , Twitter , Telegram and Instagram.