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Ukraine’s economy, like its people, resists

But looming energy shortages are likely to provide the toughest test yet

December 6, 2024

7 min read

December 6, 2024

7 min read

Since the Russian invasion of February 2022, Ukraine’s economy has faced extraordinary challenges, reshaping nearly every sector and testing the limits of resilience.

A sharp contraction in 2022 gave way to surprising growth in 2023, but the road ahead remains fraught with uncertainty. International aid, strategic adaptation, and the mobilisation of human resources have been pivotal.

Beyond immediate wartime needs, Ukraine’s focus is shifting towards reconstruction and modernisation, with the IT sector and digitalisation emerging as critical pillars.

The initial shock of the invasion saw Ukraine’s gross domestic product (GDP) shrink by an alarming 29.1 per cent in 2022. This contraction, one of the steepest in modern European history, was driven by disrupted supply chains, lost territories, and the destruction of key industrial and agricultural assets.

However, 2023 surprised many analysts. GDP expanded by 5.3 per cent, outpacing expectations. This rebound can be attributed to rapid adaptability within the private sector, targeted international financial aid, and concentrated efforts to restore critical infrastructure.

Businesses relocated from conflict zones to western regions, while international organisations provided funds to stabilise the financial system and support key industries.

According to the Vienna Institute for International Economic Studies (wiiw), however, growth is expected to slow in 2025 to 3.3 per cent, taking into account energy shortages and the decline in agricultural exports following this summer’s drought,

Economic activity is also been stifled by the continued tightening of the labour market, which has intensified on account of the military mobilisation, wiiw says.

The role of international aid

International support has been the backbone of Ukraine’s economic stabilisation since Russia’s invasion began. Western allies, led by the United States and the European Union, have collectively provided over 300 billion US dollars in aid since the start of the war, much of it directed towards military needs. Financial assistance has included grants, concessional loans, and investment guarantees.

It remains to be seen if US aid will continue at current levels once Donald Trump is sworn in as president in January, however. the EU, and international finance organisations may need to fill the breach.

Already, the International Finance Corporation (IFC) has launched a two billion US dollars Economic Resilience Action programme to bolster Ukraine’s private sector. Its investments in agriculture, finance, and telecommunications have created new lifelines for businesses to continue operations amidst the chaos.

Moreover, the G7’s recent decision to release a 50 billion US dollars loan, expected to be backed by interest from frozen Russian assets, underscores the long-term commitment to Ukraine’s recovery.

Sectoral winners and losers

Agriculture, once the backbone of Ukraine’s economy, has suffered considerably. Blockades at Black Sea ports, labour shortages, and destroyed farmlands have severely hampered the sector.

Exports of grains, traditionally a significant revenue stream, fell by 50 per cent compared to pre-war levels in 2022. Despite these setbacks, efforts to restore supply routes, particularly through alternative land corridors, have kept the sector from complete collapse and allowed it recover slightly.

Indeed, according to wiiw, agri-food products have become Ukraine’s main export sector: their share reached 63.1 per cent in January-July 2024. During that period, the sector’s exports recorded 7.6 per cent year-on-year growth in US dollars terms.

Industrial production, especially in steel and metals, has also faced severe disruption. Ukraine’s steel industry, traditionally among the largest in Europe, contracted by over 80 per cent in 2022 due to the occupation of key facilities. While a modest eight per cent growth was recorded in 2023, the sector’s recovery remains slow, hampered by energy shortages and infrastructure damage.

In contrast, retail and construction sectors have seen growth, particularly in western Ukraine. Businesses relocating from the east and increased demand for housing and commercial infrastructure have driven investments in these areas. New construction projects have also laid the groundwork for long-term economic resilience.

IT and digitalisation

One of Ukraine’s surprising success stories has been the IT sector. As physical infrastructure suffered, digital services thrived. Ukraine’s IT industry, which generated 7.3 billion US dollars in export revenues in 2023, has become a crucial pillar of economic stability.

Technology companies have rapidly adapted to the new reality, with many relocating to safer regions or operating entirely remotely.

Digitalisation has also played a transformative role. Initiatives like the government’s Diia platform, which allows citizens to access over 100 public services online, have streamlined administrative processes and improved efficiency. Digital-first approaches have not only reduced corruption but also attracted international investors eager to support modern, transparent governance systems.

Women driving economic resilience

With millions of Ukrainian men mobilised for military service, women have stepped into roles previously dominated by men.

This shift has been especially evident in agriculture, healthcare, and education, where women now form the majority of the workforce.

Female entrepreneurs have also risen to the challenge, establishing businesses that cater to wartime needs, from food processing to logistics.

Government programmes and international organisations have supported these transitions. For example, initiatives to provide microloans and training for female-led businesses have been instrumental in sustaining small-scale industries.

Women’s increasing economic participation represents a significant shift in societal norms and could have long-term implications for Ukraine’s post-war gender dynamics.

Fiscal challenges

To finance its wartime expenditures, Ukraine has relied heavily on foreign aid but has also implemented domestic fiscal measures.

In late 2024, the government introduced its first wartime tax hikes. The war tax on personal income rose from 1.5 per cent to five per cent, while taxes on banking profits increased to 50 per cent.

These measures aim to generate an additional 3.4 billion US dollars annually, which will be directed towards defense and critical infrastructure.

While necessary, these policies have raised concerns about the burden on citizens and businesses already strained by the war. Balancing immediate fiscal needs with long-term economic sustainability remains a delicate task.

Energy, Ukraine’s Achilles heel

Energy infrastructure has been a consistent target of Russian missile strikes, causing widespread power outages and increasing production costs.

To address these vulnerabilities, Ukraine has sought alternative energy sources, including renewables. The country has also received international support to repair damaged power plants and enhance energy security.

However, energy-intensive industries, such as steel and chemicals, continue to face significant challenges, limiting their recovery potential.

According to the International Energy Agency (IEA), this winter will be a crucial test of Ukraine’s energy resilience.

Intensified attacks over the summer and autumn have left Ukraine’s energy infrastructure in a very fragile state. Once temperatures begin to fall, it will become much more difficult to live and work with limited access to electricity and heat.

Home to roughly 70 per cent of the population, Ukraine’s urban centres are particularly vulnerable to unreliable electricity supply, given the strong concentration of high-rise buildings that need electricity for elevators and water pumps.

Oil-powered generators are a common winter sight on the streets of Kyiv and other cities, powering shops, restaurants, and cafes.

Reconstruction

Ukraine’s long-term reconstruction needs are immense, with estimates suggesting around 500 billion US dollars will be required over the next decade. The private sector is expected to play a central role, supported by international aid and investments.

The World Bank and the European Bank for Reconstruction and Development (EBRD) have already pledged substantial funds to kickstart reconstruction efforts.

Key priorities for reconstruction will include infrastructure (repairing roads, bridges, and housing in conflict-affected areas); Expanding renewable energy capacity to reduce dependence on fossil fuels; Building on the success of the IT sector to create a modern, tech-driven economy.

Deeper integration with the European Union is also likely to shape Ukraine’s future. EU accession talks have gained momentum, with economic reforms aligned to meet EU standards.

This process could unlock new opportunities for trade, investment, and institutional modernisation.

There’s hope for the future

Ukraine’s economy has weathered the storm of war with a resilience that few could have anticipated.

The adaptability of its citizens, the resourcefulness of its businesses, and the unwavering support of international allies have been crucial.

While challenges remain—energy shortages, fiscal strain, and regional inequalities—the foundations for recovery and growth are being laid. The coming years will determine whether Ukraine can not only rebuild but also reimagine itself as a modern, dynamic, and inclusive economy at the heart of Europe.

Marek Grzegorczyk

Marek Grzegorczyk

Marek Grzegorczyk is an analyst at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.