Better at home: how can Ukraine compete for young people who have left?

The study showed that Ukrainian youth abroad remain emotionally connected to the Motherland, but more and more often, on a ratio level, they decide to stay in the EU countries.

62% of surveyed Ukrainians want to return homebut the realism of this step breaks down into the next question — When? Most Ukrainians cannot name the expected terms, even approximately. And if in 2024 the main reason for not returning was safety, then in 2025 it took first place quality of life and professional opportunities in the EU.

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What did young Ukrainians become abroad during the 3 ½ years of the war? Gradus defines the young generation of Ukrainians as multilingual, global, agile — people who think quickly, adapt to changes and live in a world without borders. They do not have Soviet contexts, easily switch between cultures and languages ​​and strive for personal development.

Theirs life priorities are significantly different from older generations: instead of material landmarks — balance, freedom and self-realization, focus on one’s own needs and a high level of individualism.

For them freedom — not just a basic value, but a living environment. They are tolerant of challenges, form their own life strategies and increasingly choose not to “return or stay” but to live to several countriescombining different identities and professional opportunities.

At the same time, they are more critical of the state of affairs in Ukraine, more inclined to believe that active hostilities will drag on for years, accordingly, their intentions to return sound less certain.

Barriers and magnets for return Among the key ones barriers young people — lack of a “picture of the future” in Ukraine, instability of institutions, skepticism about overcoming systemic problems and accumulated social capital in new countries.

Simultaneously magnets family and social ties, a familiar environment, a sense of belonging to Ukrainian culture and a desire to contribute to the country’s development remain.

Quantitative research data shows:

• 45% of young Ukrainians ready to return to reunite with family,
• 46% — through the desire to be close to friends and relatives,
• 38% — through longing for the usual life and environment,
• 36% — to do your favorite thing at home,
• and 26% — to contribute to victory.

In the research, we see the main request of young people — the “picture of the future” should turn into a concrete plan. We need transparent education and career paths, predictable services and security, as well as legal life models for several countries — from remote work to social guarantees for temporary returns. When these elements are combined into a single proposal, young people begin to see a realistic life scenario with Ukraine in the center.

What does this mean for the state and business? Competition for youth is not only about repatriation, but about creation conditions for a multipolar lifewhen people can realize themselves in several countries, remaining part of the Ukrainian cultural and economic field.

Evgenia Blyznyuksociologist, founder and director of the research company Gradus

The study was conducted by the Gradus Research research company using in-depth online interviews. The target audience of the study: young people aged 18-30 who left abroad after 02/24/2022 – 7 GIs. Control group: young people aged 18-30 living in Ukraine – 10 GIs. Period of implementation: September 2025.

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