Project description:

Challenge: Businesses operating under demographic and economic crisis were seeking solutions: how to ensure the return of employees after military service, how to support those still awaiting their loved ones, how to become employers capable of hiring veterans, and how to remain attractive to veterans as clients and partners. No unified approach or industry standard existed. Many companies narrowed the topic of veteran policies to HR or CSR functions, some saw it solely as a reputational or charitable effort, while others continued postponing the issue entirely.

Solution: Starlight Media initiated the creation of the Veteran-Friendly Business Principles – a universal guide for Ukrainian businesses that sets standards for supporting veterans and their families across all areas of corporate activity: in the workplace, in products and services, procurement, communications, and community engagement. The initiative was co-founded by Veteran Hub, the Ministry of Veterans Affairs of Ukraine, and Forbes Ukraine. Only company CEOs may sign the Principles; commitments are public, and annual reporting is mandatory.

Result: 107 major Ukrainian companies across all industries, including the defense sector, have become signatories of the Principles. Together, they employ more than 700,000 people. Community meetings convened over 100 CEOs of Ukrainian businesses to discuss building a veteran-inclusive culture, supporting veteran entrepreneurship, honoring fallen defenders, and improving recruitment practices. Collectively, the signatories launched a nationwide initiative for the Day of Remembrance of Fallen Defenders, reaching more than 20 million Ukrainians. Several companies established dedicated Veterans Officer roles. All signatories will publicly report their yearly progress in January 2026.

Partners:

Veteran Hub, Forbes Ukraine, Ministry of Veterans Affairs of Ukraine

Category: Veterans Empowerment

Company: Starlight Media

About the company: 

Starlight Media is Ukraine’s largest media company and a national leader in producing content for millions of viewers. The company integrates the UN Sustainable Development Goals into its strategy, supporting health and well-being, gender equality, decent work, and responsible consumption. A key mission of Starlight Media is fostering a veteran-inclusive culture through content, social initiatives, and partnerships.