Realizing Corporate Social Responsibility in Wartime through Military Volunteering

Abstract

Purpose | The article aims to explore how corporate social responsibility (CSR) is realised in wartime conditions through volunteering initiatives, using the example of the Nova Post group of companies. The study investigates how CSR activities evolve from strategic long-term initiatives to critical mechanisms of social resilience during crises, especially in the context of the full-scale Russian invasion of Ukraine. Research method | A mixed-method approach was employed, combining qualitative interviews and quantitative analysis of internal corporate data. Data sources included Nova Post’s reports, employee engagement statistics, and direct interviews with company staff and external stakeholders. This allowed for a multidimensional assessment of the scope, impact, and challenges of CSR activities during wartime. Results | The results demonstrate that Nova Post has effectively adapted its CSR strategy to wartime realities. Thousands of employees were involved in volunteer projects, and the company implemented over 400 aid campaigns, providing millions in financial and material support to both military and civilian sectors. The initiatives significantly contributed to employee cohesion, public trust, and community resilience. CSR activities became not only a reflection of corporate values but also a key element of national solidarity and defense. Originality / value / implications / recommendations | The study confirms that CSR, when aligned with real societal needs, can strengthen both organisational capacity and national resilience. Businesses are encouraged to document and institutionalise wartime CSR practices and collaborate with public institutions to develop frameworks adaptable to future emergencies. The Nova Post case can serve as a model for companies operating in crisis conditions, showing how volunteering can bridge business objectives with urgent societal priorities.