Ethical narratives of Ukrainian brands in war times (2022-2025)

The object of the study is the ethical narratives of Ukrainian brands used to increase the effectiveness of social communications and intensify the domestic marketing environment, which has changed its configuration in the context of brutal hostile aggression during the Russian-Ukrainian war. The relevance of the article is related to the constant importance of ethical issues in the information environment and significant changes in the ethical paradigms of social communications that emerged and shaped narratives during the Great War and influence public opinion and moods in society. The purpose of the study is to conceptualise the ethical narratives of Ukrainian brands, their transformation, outline the main trends related to this and the threats that may harm the moral state of Ukrainian society. The research methods include a critical review of empirical sources, a comparative analysis of the messages of modern Ukrainian brands, and a content analysis of their ethical narratives based on the study of the specifics of content, methods of interaction with the audience, and the impact on the state and mood of Ukrainian society. The main conclusions are that the ethical narratives of Ukrainian brands during the Russian-Ukrainian war demonstrate a high level of both social responsibility and civic consciousness of domestic business. Public associations, which became active participants in the life of society and business in wartime, spread ethical narratives among patriotic messages that have a worthy impact on society.