Elena Zubarewa, Director of Strategic Communications at TERWIN Corporation, participated in the annual MRKTNG MRTH marketing marathon, where she emphasized the importance of inclusivity and accessibility for Ukrainian businesses.
MRKTNG MRTH is a large-scale event in the field of marketing communications and creativity. The marathon brought together top industry professionals to share best practices for turning challenges into opportunities for brand growth. The main theme of this year's event was "branding of superpowers."
During the panel discussion "Inclusive Products and Services: What Ukrainian Businesses Need to Implement Right Now," speakers discussed creating spaces, products, and services tailored to the needs of different segments of the population, external communications with clients, and internal communications with employees, and why inclusivity is a must for Ukrainian businesses. Elena Zubarewa shared her view that we must become the most tolerant and inclusive state, serving as an example for others. Global trends and practices should be implemented specifically in Ukraine, making us a leading ground for their realization.
Among other speakers, Iryna Metnyova, founder and creative director of Vandog Agency, Oleksiy Voloshyn, CEO of Edem Family Management Company, and Olena Osypchuk, PR director of the SOCAR gas station network, shared their experiences. The panel was moderated by Yuriy Hladky, founder and CEO of GRAPE.
"Inclusivity is not a trend but a philosophy of the modern world. We need to create equal conditions for all people with special needs. We must give them not fish, but a fishing rod—opportunities to live fully in society, create families, earn money, and develop. The more business projects in this field, the more popular inclusive practices become in society," said Elena Zubarewa, Director of Strategic Communications at TERWIN.
This panel discussion once again highlighted the importance of inclusivity in modern business and society, setting a task for Ukrainian companies to adapt practices and standards to create a barrier-free environment for all citizens.