Ukrainians need clear communication about EU accession: research results

Ukrainians are tired of general phrases about European integration and want to receive more specific and understandable information about Ukraine’s accession to the European Union. First of all, people are interested in how EU membership will affect their daily lives, work, and well-being.

This is evidenced by the results of the focus group study “The Image of the EU and European Integration in Ukrainian Society”, conducted by the sociological center “Socioinform”.

The study showed that Ukrainians of all ages perceive European integration not only as a political goal, but primarily as an opportunity to carry out important internal reforms.

Focus group participants believe that Ukraine is moving too slowly towards EU membership. Among the main reasons, they cite corruption, delayed reforms, war, and partial imitation of changes by the Ukrainian authorities, rather than excessive demands from Brussels.

At the same time, respondents express concerns about the complex European bureaucracy, possible increases in taxes, prices and tariffs for utility services. They are also concerned about the need for small businesses and the agricultural sector to adapt to EU standards.

Among the widespread fears are the possible cancellation of Ukrainian digital services, in particular the “Diya” application, and the introduction of forced migration quotas.

Despite this, most respondents believe that the implementation of European standards will benefit Ukraine regardless of when the country officially becomes an EU member. The most supported demands are judicial reform, the fight against corruption, and ensuring the rule of law.

Another problem that sociologists identified is a lack of understanding of the accession process itself. Focus group participants often do not know at what stage of the negotiations Ukraine is, which EU requirements it has already met, and what steps are still ahead.

Iryna Handziuk, Chairman of the Board of the All-Ukrainian Democratic Forum NGO, noted that Ukrainians generally understand the role of the EU, but often confuse its institutions with other international and national bodies.

“The study revealed a clear demand for the media, officials, and experts to move away from diplomatic clichés and explain each stage of European integration in understandable language,” she emphasized.

According to Handziuk, it is important to present information about European integration through real stories of people and communities. Young people are primarily interested in educational opportunities and mobility, while older people are interested in pensions, finances, and access to medical services.

Director of the Socioinform sociological center, Natalia Zaitseva-Chipak, noted that during the war, the attitude of Ukrainians towards the European Union became more pragmatic.

“Against the backdrop of fatigue and challenges, Ukrainians have lost their former romantic attitude towards the European Union as a “fairy tale”. A pragmatic and mature view has emerged: Ukrainian citizens see the shortcomings of European bureaucracy, but at the same time realize that there is no alternative to European reforms,” the sociologist explained.

The study also showed that participants are aware of the significant assistance provided by the European Union to Ukraine during the war and positively assess it. At the same time, awareness of specific community support programs varies depending on the region. Residents of regions closer to the combat zone are better aware of such projects, who can name specific results of their implementation.

The results of the study will be used in the creation of an educational web series “Just About the EU.” The project includes 20 episodes that will explain how European integration will affect the lives of workers, entrepreneurs, students, farmers, pensioners, and local communities.

Special attention will be paid to explaining the real requirements of the EU, debunking common myths, and highlighting reforms that Ukraine has already implemented or still needs to implement.

The series will be broadcast on the Espresso TV channel, YouTube, and social networks.

The “Just About the EU” project is implemented by the NGO “All-Ukrainian Democratic Forum” within the framework of the “Phoenix: The Power of Communities” project, which is implemented by the Eastern Europe Foundation with the support of the European Union.

The research was conducted under the leadership of sociologist Natalia Zaitseva-Chipak. In total, two focus group discussions were held with the participation of people aged 18-42 and 45-65. Half of the participants were men, half were women. Residents of regional centers and small towns and villages were also equally represented.