Marketing in Ukraine during a full-scale war
Posted: Tue Jan 28, 2025 10:14 am
On August 10, 2023, the most anticipated event of the year for all Internet activists started in Kyiv - the conferenceiForum. Eight unique areas, in which leading Ukrainian specialists shared their experience, allow you to get acquainted with digital trends, marketing forecasts, and interesting announcements.
In this material, we would like to share with you the main theses and useful statistics of marketing trends in Ukraine and the world for the coming years. In addition, you will learn about the moods and expectations of Ukrainian society, understanding which will help businesses adapt to new challenges and changes.
Read also : The iForum-2023 1000 cell phone number list conference unites ideas and people for the sake of victory for the thirteenth time
Ukrainians' moods, motives and consumer trends
Kirill Yezhov, Director of Business Development at Kantar Ukraine, in hisreport at iForum-2023considered many important issues that will be useful for the functioning of modern Ukrainian business. Among the main topics of the speech are consumer expectations, media consumption trends, and the mood of Ukrainian society.
As Kirill notes, the motives of modern consumers are:
the need to be heard and the opportunity to hear the opinions of others;
ease of use of mobile applications, as this is the main channel of communication with the brand;
the need for an easy and interesting user experience;
the presence of real choice and variety.
Changes in Ukraine intersect with global ones: the popularity of e-commerce is growing ( 54% of Ukrainians have had experience of online shopping), and more and more people prefer cashless transactions ( 42% of Ukrainians regularly pay for purchases contactlessly).
At the same time, the mood of Ukrainian society in connection with the full-scale invasion is not very positive. Thus, 62% are abandoning long-term life plans, and 54% of consumers are denying themselves the purchase of certain goods in order to save money. Among the main concerns of Ukrainians are rising food prices, rising utility costs, and rising inflation. Kirill notes that concerns about inflation returned to the hearts of consumers only in the summer: before that, fear of losing a job was in third place.
What do Ukrainian consumers save on the most ? The TOP 3 positions are recreation and entertainment, sports and beauty. By the way, the health and beauty sector is under the biggest blow: 56% of consumers choose cheaper and more accessible analogues of famous brands; 20% have reduced the number of beauty procedures and the frequency of purchases, and 25% have changed their usual place of purchase of beauty products.
Social Media and Advertising Trends
During his speech, Kirill Yezhov also touched on a topic that interests all marketers today — social media trends. Kirill notes that there is now a noticeable differentiation between platforms: Ukrainians consider Telegram the main channel for receiving information and news, TikTok — for entertainment, and Instagram is used for shopping. We share some useful figures:
22% of users search for information about brands or products on YouTube and Instagram;
25% of consumers have made purchases through Instagram (main categories are clothing and footwear);
27% of users follow a brand on Instagram.
And what about the advertising sphere ? Kirill Yezhov gave interesting theses: trust in online advertising among Ukrainians is not very high - 16% of users believe it, which almost corresponds to the level of trust in television. At the same time, 57% of Ukrainians perceive any brand communication only as advertising.
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Read also : Light overcomes darkness. How to show humanity in crisis communications? DNA of the DTEK brand
What is the power of a brand and how can marketing be effective?
With the start of the full-scale invasion, there have been no significant changes in this direction. Thus, the quality of creativity still remains the driving force of brand development. Among other components are coverage, frequency, and media synergy.
In particular, to create a successful brand, it is necessary to develop an effective slogan that will interest the consumer and actualize their needs. Kirill Yezhov emphasized that digital channels work more effectively due to their flexibility and the possibility of interactive perception. In addition, branding is important, which will provide a new audience with the necessary knowledge about the product and allow them to talk about it.
Ukrainians expect the following from a modern brand:
55% believe that product quality should not be reduced or optimized at the expense of the consumer;
54% believe that brands should focus on affordable offers (promotions, discounts, promotions);
50% expect brands to communicate openly and honestly;
47% of consumers want an expanded range of products;
For 57% of Ukrainians, it is important for a brand to tell its own story and be empathetic;
For 69% , it is important for management to be an ambassador and communicator with the consumer.
As we can see, Kirill Ezhov's report at iForum-2023 was full of useful facts and interesting ideas. We hope that they will help your business move in the right direction and achieve its goals!
In this material, we would like to share with you the main theses and useful statistics of marketing trends in Ukraine and the world for the coming years. In addition, you will learn about the moods and expectations of Ukrainian society, understanding which will help businesses adapt to new challenges and changes.
Read also : The iForum-2023 1000 cell phone number list conference unites ideas and people for the sake of victory for the thirteenth time
Ukrainians' moods, motives and consumer trends
Kirill Yezhov, Director of Business Development at Kantar Ukraine, in hisreport at iForum-2023considered many important issues that will be useful for the functioning of modern Ukrainian business. Among the main topics of the speech are consumer expectations, media consumption trends, and the mood of Ukrainian society.
As Kirill notes, the motives of modern consumers are:
the need to be heard and the opportunity to hear the opinions of others;
ease of use of mobile applications, as this is the main channel of communication with the brand;
the need for an easy and interesting user experience;
the presence of real choice and variety.
Changes in Ukraine intersect with global ones: the popularity of e-commerce is growing ( 54% of Ukrainians have had experience of online shopping), and more and more people prefer cashless transactions ( 42% of Ukrainians regularly pay for purchases contactlessly).
At the same time, the mood of Ukrainian society in connection with the full-scale invasion is not very positive. Thus, 62% are abandoning long-term life plans, and 54% of consumers are denying themselves the purchase of certain goods in order to save money. Among the main concerns of Ukrainians are rising food prices, rising utility costs, and rising inflation. Kirill notes that concerns about inflation returned to the hearts of consumers only in the summer: before that, fear of losing a job was in third place.
What do Ukrainian consumers save on the most ? The TOP 3 positions are recreation and entertainment, sports and beauty. By the way, the health and beauty sector is under the biggest blow: 56% of consumers choose cheaper and more accessible analogues of famous brands; 20% have reduced the number of beauty procedures and the frequency of purchases, and 25% have changed their usual place of purchase of beauty products.
Social Media and Advertising Trends
During his speech, Kirill Yezhov also touched on a topic that interests all marketers today — social media trends. Kirill notes that there is now a noticeable differentiation between platforms: Ukrainians consider Telegram the main channel for receiving information and news, TikTok — for entertainment, and Instagram is used for shopping. We share some useful figures:
22% of users search for information about brands or products on YouTube and Instagram;
25% of consumers have made purchases through Instagram (main categories are clothing and footwear);
27% of users follow a brand on Instagram.
And what about the advertising sphere ? Kirill Yezhov gave interesting theses: trust in online advertising among Ukrainians is not very high - 16% of users believe it, which almost corresponds to the level of trust in television. At the same time, 57% of Ukrainians perceive any brand communication only as advertising.
Subscribe to hot
Marketing news
MARKETER 2.0 >
Subscribe to the monthly
News Digest
Enter your email
Read also : Light overcomes darkness. How to show humanity in crisis communications? DNA of the DTEK brand
What is the power of a brand and how can marketing be effective?
With the start of the full-scale invasion, there have been no significant changes in this direction. Thus, the quality of creativity still remains the driving force of brand development. Among other components are coverage, frequency, and media synergy.
In particular, to create a successful brand, it is necessary to develop an effective slogan that will interest the consumer and actualize their needs. Kirill Yezhov emphasized that digital channels work more effectively due to their flexibility and the possibility of interactive perception. In addition, branding is important, which will provide a new audience with the necessary knowledge about the product and allow them to talk about it.
Ukrainians expect the following from a modern brand:
55% believe that product quality should not be reduced or optimized at the expense of the consumer;
54% believe that brands should focus on affordable offers (promotions, discounts, promotions);
50% expect brands to communicate openly and honestly;
47% of consumers want an expanded range of products;
For 57% of Ukrainians, it is important for a brand to tell its own story and be empathetic;
For 69% , it is important for management to be an ambassador and communicator with the consumer.
As we can see, Kirill Ezhov's report at iForum-2023 was full of useful facts and interesting ideas. We hope that they will help your business move in the right direction and achieve its goals!