That’s why I was particularly interested last Friday to moderate the HR analytics panel at the annual HR PRO conference.

The panel participants had the opportunity to present their products and talk about the impact that data has on business decision-making.

The smartphone has become the main hub of our media lives — a tool for news, #entertainment, and #communication all at once. And interestingly, this trend has no age boundaries: 91% of respondents consume content via mobile #screens.

This points to a systemic problem of access — to education, to role models, to information about opportunities. Yet in the context of workforce shortages, rural women could become a powerful force in the #labor #market.

The data reveal a paradox: #rural #women have ambitions and readiness for #professional growth at almost the same level as urban women — 50% versus 46%. But when it comes to turning those ambitions into action, there’s a 14–15% gap in confidence and courage.

I am sincerely grateful to the Gradus team, colleagues, and partners for this journey.
And I am incredibly proud that research from Ukraine is being heard on the global stage as stories of real change.

This award is important not only for the Gradus team, but for all of us.
It shows that, despite fatigue with the topic on European and global stages, we can still tell the whole world about our war and our stories even through research.

It’s doubly symbolic to share this news today - on the Day of Defenders of Ukraine. It’s another way to thank those who protect our country and to make their experience more visible and respected.

This work is especially meaningful to me, because it’s about all of us and our readiness for wartime and post-war realities, about the new structure of society, and mutual respect.

Together with Starlight Media, LLC, we created a case study on how The Bachelor project helped audiences see veterans with disabilities in a new light - free of barriers and stereotypes.

And that’s not all — will also present findings from Gradus’ new ethnographic study, offering a deep dive into #Ukrainians’ daily practices: how real families plan their meals, choose products, and adapt their nutrition to the rhythm of life during #war.

In 2025, the share of #Ukrainians who want to return to #Ukraine rose to 64%, compared to 55% last year. However, this figure is still lower than in 2023 (75%). This points rather to a persistent emotional desire to come back, despite rational restraining factors still prevailing. #migration #EU