Buy everything or limit yourself: What choice do Ukrainians have to make during the war?

New Year holidays revealed the paradoxes of modern Ukrainian life, where the contrast between two different realities is striking. On the one hand, there are streets and shops decorated for the Christmas and New Year holidays, holiday price lists of hotels and restaurants, and many people looking for gifts in shopping malls. On the other hand, this is the second year of an all-out war, great destruction across the country, daily bombardment, and thousands of dead and wounded on the front.

How convenient is it now to live a full life and not limit yourself to anything? The answer to this very difficult question is not clear. A recent survey showed that while six in ten Ukrainians believe that we should significantly limit ourselves during the war, more than a third of citizens believe that even now we should try to live a full life. What arguments do both sides put forward and how does taking this or that decision affect the Ukrainian economy?

Pros and cons: Is it possible to have fun behind when there is so much grief around

Of course, in a country struggling with aggression, no one has a full life anymore, because the basis of a full life is security. It was taken from the Ukrainians by Russia, which continues to attack cities and villages, constantly mobilizing its military machine with the aim of destroying the country and the population. But even in such difficult conditions, residents of Ukraine can choose exactly how to build their lives and react to risks.

Alexandra, 56, says that since February 24, 2022, she has had the impression that a huge nail was being hammered into her head. This “nail” does not give him the opportunity not only to have fun, but even to breathe calmly. And for a very long time he slept for at least two hours in a row – even before the war. “I physically cannot look at people being joyful, laughing loudly,” admits Alexandra. “For this reason, I almost stopped communicating with my friends. Many people think that I am “burying myself alive”, but this seems more natural to me than celebrating. “The holidays have come, go to restaurants and “Invite guests.”

Maria has a front-line husband and eldest son, so her opinion is clear: the “extra money” that a person wants to spend on entertainment should be donated to the Armed Forces of Ukraine. “We have not celebrated holidays for almost two years – we have neither the mood nor the money,” says the interlocutor Focus. It is interesting that Elena, who also has a husband at the front, goes on a trip abroad for a few weeks every two or three months, and she admits that her military husband tells her to continue living and to be sure to have this opportunity. Be under a peaceful sky, renew your nerve cells.

Important

Tamara, who lives in Kiev, believes that we should try to live a full life despite all circumstances. “There is no need to limit yourself, everything somehow limits itself. For example, I don’t even want to go anywhere – neither to visit, nor on vacation, nor to the theater. However, if sometimes such a desire arises, then I do not deny myself “.

During the 22-month war, 27-year-old Oksana managed to meet her future husband, get married and give birth to a daughter, amid the sounds of air raids. “Am I living a full life? Yes, I am. We had a wedding in a restaurant, we went to the Carpathians, we are going on vacation with friends. Nobody will give me back my 25 or 26, and I’m going Oksana, living my life as much as my capabilities allow, even under these conditions He says I can live.

Meanwhile, opportunities are an extremely important issue. After all, some argue about whether it is necessary to spend money on entertainment, while others say that for them the question is not worth it at all. Prices are constantly increasing, often there is not enough money even for basic needs. You need to limit yourself in everything not for moral reasons, but for purely material reasons..

Research: 60% for restrictions, 36% for a full life

A recent Ratings study attempted to determine public opinion on this issue as a whole. Participants were asked which statement was closer to them: “During war, you need to significantly limit yourself in entertainment and shopping” or “you should try to live a full life.” The number of people who supported restrictions (60%) was almost twice as high as those who wanted business as usual (36%). I wonder what this ratio has not changed much since June 2022, when responses were split 59% to 36%.

The answer to the question divided the participants by age and income: As expected, young and wealthy people want to live a full life much more than older and poor people. Depending on region, age, type of settlement and income, residents of Western Ukraine (65%), citizens aged 51+ (65%), residents of rural areas (62%) and people with low incomes (69%) were more at risk. limitations. However Among Kiev residents (53%), young people aged 18-35 (50%), urban residents (59%) and wealthy people (51%), there were significantly fewer people who wanted to limit themselves..

But do such results mean that low-income people or, for example, citizens over 51 are more patriotic? Experts think not.

Firstly, some lied, because not everyone can and does not want to admit that they are not ready to sacrifice anything even during the war. Secondly, as mentioned above, the same low-income people have no money for entertainment, and patriotism has nothing to do with it.

No restrictions: Ukrainians try not to reduce consumption levels

Olga Nasonova, director of Restaurant Consultancy, believes that when we look around, we are unlikely to see the results of austerity. “Almost all of my friends are trying to live a full life and, more importantly, have fun. Those I don’t know, but those I have seen, agree: There are crowds in stores and shopping malls, and there are also homeowners.” corporate events are filled to capacity, there are too many people in restaurants and cafes. First of all, this behavior is now explained by the holidays, because it is customary for us to spend a lot on Christmas and New Year. , shops and restaurants will be much more spacious, but not now. Of course, those with loved ones at the front or those who have experienced tragedies and losses in the family behave differently. But most “restriction advocates” are not telling the truth.“.

Expert says frugal people don’t go to restaurants. According to him, if there were 60 percent of people who really limited themselves in everything, the business world would be even more polarized. That is, only expensive establishments and cheap street food, where their audience is not deprived of themselves, will thrive. “There is such polarization now, but not in big cities where there is a middle class. That is why there are many mid-priced cafes and restaurants in Kiev,” he commented. Focus Olga Nasonova.

Analyst of the “United Ukraine” Analytical Center Oleksiy Kushch believes that the answers of the survey participants are more consistent not with reality, but with behavioral stereotypes and old mental codes that have become embedded in many people since the times of the USSR. “If a person believes that the methods that worked during the Second World War – limiting oneself in everything, introducing cards, etc. – can now be applied in the economy, we can say that he is still in that period mentally,” the expert said. while chatting with Focus.

Important

Oleg Pendzin, Director of the Economic Discussion Club, also believes: The results of this study do not reflect the real situation. INSIDE In general, the problem of today’s Ukrainian society is that literally everyone is in favor of general mobilization and reduction of consumption, but only until the issue affects him personally. “Today, our negative trade balance, covered by macro-financial aid, is at the level of 22 billion dollars. That is, we bought 22 billion dollars more goods from foreign markets than we sold. Moreover, Oleg Pendzin stated in one of his comments that their structure is mainly durable goods: “household appliances, tools, cars.” Focus. “This has absolutely nothing to do with any savings or restrictions, but it does show that people are trying not to reduce consumption levels as much as possible.”

Meanwhile, the results stating “60 percent for restriction” also contradict the actual consumption figures. For example, one of the well-known supermarket chains has increased its network from 305 stores to 316 stores in 2023, and the expected revenue of the network for 2023 is approximately UAH 80 billion; This is 10% higher than sales revenue in 2023. 2022. This also shows that Ukrainians do not limit themselves, at least when it comes to purchasing products. This is a plus for the economy, because taxes are the main source of financing the army and state budget expenditures for the needs of the army. It seems that the more Ukrainians save, the more difficult it will be to fulfill their obligations to the military.

Important

Oleg Pendzin says that the basis of business functioning in any country is the internal market. In simple terms, a business operates primarily to sell goods and services to domestic consumers. “But for the last two years, the Ukrainian internal market has existed thanks to macro-financial assistance: they received money, distributed it to people in the form of salaries, pensions, payments and created domestic demand. The 5 percent economic recovery in 2023 was due entirely to the domestic market. And it would be very good if the income that created this consumer market within the country was generated due to the results of the Ukrainian economy.“.

However, the expert concluded that unfortunately our economy is now on the needle of foreign aid and if we remove this needle we will see a very negative outcome. The first signs of this are already visible – statements from officials that pensions cannot be indexed and that salaries will be paid with a delay if Ukraine does not receive timely tranches of financial support from its partners.