DEVELOPMENT OF CORPORATE VOLUNTEERING OF ENTERPRISES UNDER MARTIAL LAW

Abstract

The article examines the development of corporate volunteering by enterprises under the conditions of martial law in Ukraine. The full-scale war has significantly transformed the operating environment of businesses and intensified the need to reassess their social role and responsibility. Under these circumstances, corporate volunteering has evolved from a secondary element of corporate culture into an important mechanism for addressing humanitarian, social, and security challenges caused by the war. The study analyzes the practical experience of leading companies operating in Ukraine, including MHP, PepsiCo Ukraine, and Carlsberg Ukraine. These cases demonstrate how corporate volunteering initiatives have developed from spontaneous and situational actions into more structured and coordinated practices integrated into corporate policies and organizational processes. Particular attention is paid to the main areas of volunteering activity, such as humanitarian assistance, support for the Armed Forces of Ukraine and internally displaced persons, blood donation campaigns, pro bono initiatives, environmental projects, charitable sports events, and community recovery efforts. The research identifies key trends in the evolution of corporate volunteering during the war. At the initial stage of the full-scale invasion, volunteering was mainly characterized by rapid crisis response, high emotional involvement of employees, and a strong focus on urgent humanitarian needs. Over time, these activities gradually transformed into more systematic, repeatable, and strategically oriented practices supported by partnerships with non-governmental organizations and internal coordination mechanisms. The increasing use of employees’ professional competencies reflects the growing importance of pro bono volunteering as a tool for achieving sustainable social impact. To expand the analytical perspective, the article includes a comparative analysis of the Ukrainian and Israeli experiences of corporate volunteering under conditions of armed conflict. While both countries demonstrate a strong humanitarian focus, the Israeli model is characterized by a higher level of institutionalization, strategic planning, and integration of volunteering into corporate governance. The article substantiates the mutually beneficial nature of corporate volunteering for companies and employees and emphasizes the need for a systematic and strategic approach to its further development in the post-war period.