As Ukraine continues to navigate the challenges of full-scale war, its energy sector has emerged as a symbol of resilience and recovery. Following extensive attacks on its energy infrastructure, workers in this sector have played a crucial role in restoring electricity for millions of citizens.
Approximately 141,000 individuals are employed in Ukraine’s electricity sector, with over a third, around 55,000, working for DTEK, the country’s largest private energy holding owned by businessman Rinat Akhmetov. This company has become a pivotal player in the ongoing restoration efforts.
Despite its market dominance, the energy sector has historically faced significant reputational challenges. Oleg Kershis, CEO of Reputation Capital Group, notes that energy is one of the most complex industries in terms of public perception across any nation.
However, the full-scale war has notably shifted public attitudes toward the sector. Despite the destruction of energy infrastructure and prolonged power outages, many consumers maintain a positive view of energy companies.
A survey conducted at the end of 2025 revealed that during extended power outages lasting over 12 hours, 75% of respondents still viewed DTEK favorably. This suggests a remarkable shift in consumer sentiment, with the company being perceived as a ‘hero’ in the ongoing recovery efforts.
According to a communications director from a major private firm, who spoke on condition of anonymity due to potential conflicts of interest, the war has transformed DTEK into a new brand symbolizing hope and perseverance. “The company is restoring and maintaining light during these challenging times,” she stated.
Ukraine's energy sector has become a beacon of resilience during the ongoing conflict, with companies like DTEK gaining public support despite significant challenges. The war has reshaped perceptions, turning energy firms into symbols of recovery and hope.