Joe Biden\u2019s surprise visit to Kyiv to meet Volodymyr Zelensky on Feb. 20, four days before the first anniversary of Russia\u2019s invasion of Ukraine, was short on time \u2013 the U.S. president spent only around five hours in the capital \u2013 but long on symbolism.<\/p>\n
It was no coincidence the 80-year-old chose Presidents\u2019 Day to set foot in an active war zone to discuss the situation with his Ukrainian counterpart in a show of collective strength and solidarity. He defied threats of Russian missile attacks to announce an additional package of U.S. weapons and supplies worth $500 million.<\/p>\n
Biden emphasized the U.S.\u2019s commitment to the cause. \u201cFreedom is priceless,\u201d he said. \u201cIt\u2019s worth fighting for, for as long as it takes.\u201d Can business leaders echo this assurance?<\/p>\n
However, the initial flurry of support for Ukraine by businesses worldwide a year ago has dwindled. To an extent, it was inevitable that so-called \u201cUkraine fatigue\u201d set in, with the bright lights of the world\u2019s media dimming over time.\u00a0<\/p>\n
At January\u2019s World Economic Forum in Davos, Amnesty International secretary general Agn\u00e8s Callamard said: \u201cWhen you get into meetings with corporate actors, it has not been my experience that Ukraine is the primary concern of the agenda.\u201d She lamented a sense that business leaders had \u201cdone what needed to be done for Ukraine.\u201d<\/p>\n
While many companies have suspended dealings with Russia, over 1,230 international companies are still trading with Vladimir Putin\u2019s country, indirectly funding the war effort, according to the latest\u00a0Leave Russia<\/a>\u00a0data.<\/p>\n Some technology leaders, however, have sustained their support. For example, Google has\u00a0contributed $15 million in donations and in-kind support to aid relief efforts<\/a>\u00a0in Ukraine. And in November,\u00a0Microsoft revealed plans<\/a>\u00a0to extend technology support free of charge for Ukraine throughout 2023 and provide tech aid worth approximately $100 million.<\/p>\n Sustaining the momentum of international support is a leadership challenge for 45-year-old Zelensky, said U.K.-based Bernd Vogel, professor of leadership at Henley Business School. He argued that other business leaders can learn a lot from the indefatigable Ukrainian president in terms of \u201cmobilizing exhausted people and organizations.\u201d<\/p>\n \u201cBeing up against a deep survival-type threat galvanizes people,\u201d said Prof. Vogel. \u201cIt activates human energy for the bigger cause.\u201d The dilemma for Zelensky, though, is that \u201cthis perceived threat might fade\u201d on the global stage, he added. \u201cInside Ukraine, the devastating experience of war is still a reality, but in the U.K. and the U.S., our attention is fleeting, and interest could easily disappear.\u201d<\/p>\n Pleasingly, there are several instances where organizations have continued their support for Ukraine-based workers. For example, Let\u2019s Enhance, a Ukrainian-U.S. photo-editing company headquartered in San Francisco \u2013 but with about half of the workforce made up of Ukrainians \u2013 has assisted with relocation, accommodation, and insurance costs, for employees and their relatives.\u00a0<\/p>\n That\u2019s not all. Sofiia Shvets, a Ukrainian national and co-founder of Let\u2019s Enhance, said: \u201cWe support and preserve jobs for those employees who decided to defend their homeland.\u201d<\/p>\n Most importantly, considering the longevity of a war that has no end in sight, Let\u2019s Enhance is also providing \u201csessions of psychological support, constant calls with recruiters, and online meetings aimed at supporting mental health,\u201d added Shvets.<\/p>\n This approach chimed with Vadim Rogovskiy, co-founder and CEO of 3DLOOK, a business-to-business retail tech company headquartered in San Mateo, California. The New York-based Ukrainian relocated around 70 members of the team who were in the country when Russian tanks rolled over the border. It has been an administrative and logistical challenge, he admitted. \u201cFrom navigating immigration laws to helping employees receive their salaries in different countries in the EU [European Union] while maintaining their immigration status there, our excellent legal team has been working tirelessly to provide advice and guidance on any issues 3DLOOK team members may be struggling with.\u201d<\/p>\n Rogovskiy continued: \u201cEveryone is now safe and well, but we have all suffered loss. By far our most important initiative has been introducing a range of activities to ease the mental pressures on our team.\u201d He explained how 3DLOOK has launched weekly guided meditations and monthly Zoom parties to encourage everyone to chat, play games and unwind.<\/p>\n Today, \u201cpositivity and kindness\u201d are the watchwords, Rogovskiy said. In this vein, the organization has partnered with Gladpet, a non-profit that discourages people from buying pets but instead promotes the adoption of homeless pets from shelters. \u201cThere are so many pets looking for a loving home in Ukraine, especially now many have had to flee and leave their furry friends behind,\u201d he added. \u201cIt gives us all a greater sense of community and fulfillment while reminding us that there is still so much good in the world.\u201d<\/p>\n As a final example, Laba Group \u2013 a parent company of various online learning platforms \u2013 moved a 350-stong team from Ukraine when the war broke out last February. The organization set up offices in the Czech Republic, Poland, and Romania, and some employees are now operating elsewhere in Europe. Many employees soon returned to their hometowns in Ukraine.<\/p>\n Los Angeles-based co-founder and CEO Eugene Feldman said: \u201cBecause of that, we have decided to rent a house for our employees in the western part of Ukraine so that they can feel safe, live, and work without blackouts.\u201d Almost half of the team has been working there since last November.<\/p>\n Feldman said the company had bought \u201cpowerful generators and equipped a backup office in case there\u2019s no electricity in the main one.\u201d He added that offline meetings and team movie nights had been reintroduced to support and motivate the local team in Ukraine. \u201cThis way, people can switch from news and work to simple things that can inspire them.\u201d\u00a0<\/p>\n<\/div>\nLeadership challenge<\/strong><\/h2>\n
Supporting mental health struggles<\/strong><\/h2>\n