ETHICAL PRINCIPLES OF BUSINESS SOCIAL RESPONSIBILITY

Abstract

The article explores the transformation of corporate social responsibility approaches in Ukraine amidst contemporary challenges, particularly war and a volatile economic environment. It emphasizes that in the context of full-scale war and permanent economic instability in Ukraine, traditional models of social activity are undergoing fundamental changes, shifting the focus from external charitable initiatives toward the internal resilience and security of human resources. The study substantiates that employee well-being has become a key element of ethical business conduct and a critical factor in ensuring company sustainability. Modern effective practices for ensuring corporate well-being – encompassing components such as physical security, psycho-emotional support, financial stability, and social integration of personnel–are analyzed in detail, alongside their impact on productivity, employee retention, and the formation of corporate culture. Based on current statistical data, the article proves the economic feasibility of investing in human capital and establishes its link to business competitiveness. Furthermore, it connects these investments to key operational efficiency indicators, including labor productivity levels, the recovery rate of employees' resourceful state, and the ability of companies to retain critical talent amid mass migration and labor shortages. Particular attention is paid to issues of mental health and inclusivity, which, in the current Ukrainian reality, serve as the foundation for a new corporate culture. It is noted that the implementation of innovative personnel support tools and the development of empathetic leadership are not only ethical benchmarks but also strategically sound responses to systemic threats. The study concludes that the implementation of well-being programs, support for mental health, and the development of internal communications represent both an ethical duty of business and an economically viable strategy. The findings confirm that businesses that place people at the center of their strategy demonstrate higher adaptability and the capacity for strategic development even during periods of profound turbulence.