Olena Zubarieva, Director of Strategic Communications at TERWIN Corporation, participated in the annual GET Business Festival, emphasizing the importance of reputation and social activity for Ukrainian businesses.

GET Business Festival is a major event for small and medium-sized enterprises. The sixth edition brought together over 1,400 participants—experts in marketing, digital, PR, technology, e-commerce, and finance—to discuss growing businesses during wartime, creating high-quality products, and remaining competitive amid uncertainty and limited resources.

During a public interview with Yuliya Slisarenko, Olena Zubarieva highlighted that reputation today is capital—possibly the only one businesses have left. "Reputation can protect. Reputation can scale," she said.

“Reputation is built on transparency. Only transparent companies can attract investments and scale their business. No Western investor will consider companies with questionable reputations for partnerships or investments. You can't even open a bank account in Europe without a solid reputation,” Zubarieva shared.

According to the communication expert, the second critical point is to create and scale projects presented through the lens of their impact on Ukraine's economy and development. Businesses should address the country's strategic challenges.

The third key factor is social activity. Today, businesses are recognized not by their top management, owners, or even their products, but by their contributions to the social development of society. The greater this contribution, the more visible the business becomes.

"Another vital aspect is consumer loyalty. It’s what will shield your business from competitors. It’s easy now to build a lineup of brands associated with Ukraine—brands we miss while living abroad in Europe," Olena concluded.