Gradus has been conducting sociological research since 2019 — both in the pre-war period and throughout all years of the full-scale invasion. This continuity allows us to capture not only current public sentiment, but also shifts in how Ukrainians perceive life in the country, security, migration choices, media consumption, and trust in institutions. These insights matter for business, government, and employers alike: they enable more accurate communication, help mitigate social risks, and support decisions aligned with the real state of society.

2025: Adaptation, Fatigue, and Pragmatism

The year 2025 marked a renewed focus on personal resilience and individual capacity. Ukrainians have adapted to prolonged stress, yet this adaptation has clear limits: over 90% rate their level of tension as high, manifesting in fatigue, anxiety, and reduced concentration. At the same time, public sentiment shows less panic and fear, increasingly replaced by pragmatism and a desire for stability.

The need for psychological support has grown, while actual readiness to seek help remains low: only one in six of those who feel such a need reach a professional. In everyday life, people build “islands of stability” through routines, rituals, and small pleasures, alongside consumer pragmatism — prioritising quality and avoiding impulsive spending.

At the level of strategic expectations, Ukrainians are increasingly less likely to anticipate a swift end to the war. More than half consider a pause in active hostilities acceptable only with long-term security guarantees. There remains strong demand for an effective state, coupled with the value of personal freedom and non-interference in private life. At the same time, most Ukrainians who stay in the country — even under russia’s energy terror — do not plan to relocate unless the situation becomes critical.

Among those abroad, the desire to return is growing, yet timelines remain uncertain, with quality of life and professional opportunities as decisive factors.

Key Expectations and Resilience Strategies for 2026

Trends from 2025 outline a clear framework for 2026. Ukrainians enter the new year without illusions of quick fixes, instead seeking predictability, long-term development trajectories, and clear rules.

A strategy of “measured enjoyment of consumption” will strengthen: care for physical and emotional well-being will go hand in hand with financial caution. People will continue searching for balance between quality of life today and preserving resources for the future.

2026 will also bring demand for a mature, substantive conversation about security. Society expects systemic vision rather than situational decisions — clarity on defence, the economy, institutions, and the social contract. In this context, the balance between a strong state and individual freedom will take shape, with public support for institutions increasingly dependent on transparency and respect for citizens.

Human capital will become the central challenge for both government and business. Competition for talent will increasingly hinge on working conditions, organisational culture, and opportunities for self-realisation. With people operating under depleted reserves, the ability to retain and develop teams turns into a strategic advantage. Regarding migration, the most significant triggers for potential departure remain direct threats to life or health, risk of occupation, loss of housing, or lack of basic living conditions. Even severe deterioration in quality of life would prompt relocation for only about a third of respondents, typically on a short-term basis. Ukrainians who have chosen to stay are generally not inclined to revise that decision due to everyday hardships.

In the information space, 2026 will usher in a new wave of competition for attention. People will seek to stay informed while actively protecting themselves from overload. Trust will accrue to those who communicate concisely, honestly, and respectfully — offering not only news, but also clarity and a sense of grounding. Among younger audiences, especially abroad, demand is growing for a clear and credible vision of Ukraine’s future that translates into a realistic plan of action.

New Social Priorities

Ukrainian society is entering 2026 in a state that combines resilience, fatigue, and pragmatism — without expectations of quick solutions, but with a clear demand for predictability, security, and respect for the individual. For the state, business, and institutions, this means the need to shift from reactive actions to long-term strategies centered on human capital, trust, and the quality of interaction. These factors will determine not only society’s ability to withstand ongoing crises but also its capacity for recovery, growth, and the formation of a new social contract.