“When people are under stress, they seek stability, not entertainment”: 5 insights from Hanna Hryshyna — CMO of EVA.UA in the new episode of Not Too Late
The guest of the second episode of Not Too Late Show was Hanna Hryshyna, Chief Marketing Officer of EVA.UA.
Marketing at EVA Is a Mindset, Not Just a Department
“If your brand stands for care — care must be everywhere.”
Hanna explains that every internal process — from HR policies to the tone of voice in social media — is filtered through one key question: does this reflect the value of care? This is not just a phrase in a brand book — it is a real methodology that allows EVA to stay genuine, resilient, and clear to its customers, even in unpredictable times.
In the First Weeks of the War, EVA Completely Stopped Advertising — and It Was the Right Move
“We didn’t go live until we were sure it would be appropriate.”
Immediately after February 24, EVA paused all commercial campaigns. No special offers, no promotions, no ads — just basic communication about which stores were open and where customers could buy essentials. In an environment where any message could feel tone-deaf, silence was the most honest choice — one that only strengthened trust in the brand.
The Role of Marketing Is to Adapt to People’s Emotional State, Not Push Templates
“When people are under stress, they seek stability, not entertainment.”
After the start of the full-scale war, EVA shifted its communication tone: no aggressive visuals, no pushy calls-to-action, no noise. The focus was on soft, calm, clear, and supportive messaging. The brand deliberately chose to be “quiet,” familiar, and stable — not overwhelming, not pressuring, not creative for creativity’s sake.
The True Face of the Brand Is the People Who Work There Every Day
“When you walk into a store during an air raid alert — EVA is not a brand, it’s the cashier standing in front of you.”
In 2022–2023, EVA’s communication featured real employees instead of polished advertising models. These were women who came to work during air raids, opened stores despite uncertainty, and created a sense of safety where there was almost none. This was not a marketing trick — it was recognition that the true face of the brand is not a logo or an ad, but real people.
Modern Marketing Is About Understanding Business and Society
“Marketing cannot exist in a vacuum. Its job is to see the bigger picture and act accordingly.”
According to Hanna, today’s marketer is not just a specialist in messaging and channels. They are strategists, researchers, and interpreters of public sentiment — people who can see the whole picture: how the audience is changing, what is happening with the team, what new role the brand plays in society. This, she says, is the core transformation of the profession: from being associated with creativity and sales, marketing is becoming a discipline that thinks systemically, reacts quickly, and builds long-term trust.
Why Watch This Episode?
In today’s environment, marketing has become more complex than ever. War, the pandemic, and economic instability have posed new challenges that require brands to respond quickly and flexibly. The second episode of Not Too Late with Hanna Hryshyna, CMO of EVA, shares key strategies helping Ukrainian businesses adapt to these changes. The conversation is not just theory — it is full of real-world cases, practical solutions, and deep insights into how to build brand trust and support customers through difficult times.