Accessibility Is Not Social Support, but an Investment in the Growth of the Ukrainian Economy

A column by Anton Tiutiun, Deputy Chairman of the Management Board of Oschadbank in charge of retail business, for Liga.

Accessibility is becoming a key prerequisite for the development of the economy, the labor market, and business in Ukraine amid the war and the recovery process.

Accessibility can no longer be viewed as a standalone social initiative.

It is an economic issue.

When a person is unable to access a service, a business loses a customer. When a person is unable to reach their workplace, an employer loses an employee. When a veteran returning from war is unable to resume their job normally, the country loses experience and expertise.

Therefore, accessibility is not just about comfort. It’s about how large and effective the Ukrainian market will be.

This was a hot topic at the third forum, “My Accessibility: Lessons Learned,” organized by Oschadbank with the support of its partners. The forum brought together about 400 representatives from government, business, communities, and veteran and civil society organizations. They had the opportunity to compare their perspectives and insights.

Accessibility Expands the Market

Businesses still often view accessibility as an additional cost. Premises need to be remodeled, websites adapted, employees trained, and processes changed.

But there’s another way to look at it.

When a company makes its product more accessible, it potentially expands its customer base. When it makes the workplace more convenient, it might attract top talent. When it makes its service more user-friendly, it becomes easier for everyone to use.

In other words, accessibility does not have to be an expense incurred merely to meet compliance requirements. It can be an investment in a larger market.

This is particularly relevant for Ukraine, where the war is reshaping the social and labor market landscape.

According to data from the Ministry of Social Policy of Ukraine, as of early 2026, the number of registered people with disabilities in Ukraine exceeded 3 million. This represents about 10% of the country’s total population.

The number of veterans and people with disabilities is growing exponentially.

According to estimates by the Ministry of Veterans Affairs, once active hostilities end and demobilization is complete, the veteran community (including family members) will number between 4 and 6 million people. This represents more than 15–18% of Ukraine’s entire potential consumer market, based on the country’s current population (around 28–32 million people).

Many people are returning to civilian life with new experiences and needs. For businesses, this means that the “default” approach to employees and customers no longer works.

There is no such thing as an “average customer”

For a long time, many services were designed for a hypothetical person who sees and hears well, moves quickly, uses digital services with ease, and requires no extra time or explanations.

But such a one-size-fits-all customer does not exist.

The war has illustrated this particularly well. A person may suffer an injury, have hearing or vision impairments, struggle with concentration, or need more time to access a service. This may be a temporary or permanent situation.

For businesses, this means one simple thing: services must be tailored to real people, not to an abstract “average” customer.

That is precisely why accessibility directly impacts service quality and trust in the company. If a customer doesn’t have to overcome unnecessary barriers, they have a better experience.

This is especially important for a bank. People should be able to access financial services in a way that makes sense to them – at a branch, through a digital channel, or with the help of a staff member.

But numbers only matter when they represent real access to services.

People Are Our Greatest Resource

The issue of human resources is of utmost importance for the Ukrainian economy today.

Businesses are already experiencing a labor shortage. Therefore, we literally cannot afford to lose people due to barriers that can be removed.

According to the European Business Association, 75% of companies report a staff shortage, and the Unified Job Portal of the State Employment Service (SES) has registered over 200,000 active job listings.

A veteran, a person with a disability, or a person coming back to work after a long break isn’t just someone who needs time to adjust. They are professionals with experience, knowledge, and skills. After the war, one in five Ukrainians will be a veteran or a member of a veteran’s family. This represents a huge pool of workers capable of creating added value for the country.

The task for businesses is to create conditions under which this potential can be harnessed.

Here, accessibility intersects directly with economic efficiency. The more people who can work, the greater the economy’s potential.

This applies not only to large companies. Small and medium-sized businesses must also learn to deal with a diverse workforce and clientele.

Accessibility cannot be achieved in an office

There is another important lesson that was discussed at the forum.

Solutions must be developed jointly with the people who will benefit from them.

You can design a perfectly sound accessible environment. However, only someone who uses a wheelchair, a cane, or has a hearing impairment on a daily basis can immediately spot a problem that the designers missed.

That’s why involving people with disabilities and veterans shouldn’t be a mere formality. They must be active participants in developing and testing solutions.

For businesses, this also saves money. It’s better to test a product before launching it than to have to revise it later because it doesn’t work for some customers.

Accessibility Is Part of Recovery

Ukraine will be recovering more than just roads and buildings after the war. We will be recovering the entire economic system, the education system, and even social norms.

Here, it’s crucial to ensure from the outset that everyone has the opportunity to work, study, conduct business, and access services, regardless of their individual needs.

That’s why accessibility shouldn’t be put off until later. Recovery is precisely the time to embed new standards into infrastructure, services, and workplaces.

That’s why the issue today is no longer whether Ukraine needs accessibility. That is obvious.

The issue is different: will we be able to make accessibility a common standard of practice – without individual projects, without token measures, and with no situations where accessibility exists only on paper?

If we manage to do so, it will be a driving force not only for social interaction but also for economic growth.