In the newly published article “Unlocking Our Potential: Collaborating with Local and Global Institutions to Advance a Macro Ethos for a More Just, Safe, Inclusive and Sustainable World” in the Journal of Macromarketing, Sophia Opatska, Founding Dean of the UCU Business School and Vice-Rector for Strategic Development at UCU, and Ihor Blystiv, Director of the MSc in Marketing Management program and graduate of the Key Executive MBA, join an international team of scholars to explore how marketing can become a tool for justice, resilience, and sustainability in times of profound global disruption.
Their contribution highlights Ukraine’s wartime experience — how businesses, brands, and consumers have adapted to crisis, how marketing strategies have shifted, and how the search for identity, meaning, and global solidarity shapes the Ukrainian economic landscape today.
This thought-provoking article also touches on:
- What we can learn from the world’s happiest countries
- How to bridge social divides through education and collaboration
- Why activism and co-created knowledge matter
Read the full article here — and see how marketing, at its best, unlocks human potential.
