Kyiv, June 24, 2025 — The agri-industrial holding Astarta-Kyiv and the Ministry of Social Policy of Ukraine presented a landmark study that lays the foundation for creating the conditions for active and healthy longevity within Ukraine’s Demographic Development Strategy.

Astarta and the Ministry of Social Policy have joined forces to initiate the development of systemic solutions in active ageing. Human dignity, the right to continuous development, social inclusion, and professional fulfilment throughout life are at the core of the future Active Longevity Program.

“Over a lifetime, a person accumulates experience, knowledge, and deep expertise. It is the state’s responsibility to ensure that this potential is not lost. We must create conditions where people can remain active, update their skills, and be engaged in society and the labour market at every stage of life. It is not only an economic issue — it is about the sense of purpose and belonging in a society that includes rather than excludes based on age. The state must and will partner in this process — by opening opportunities, removing barriers, and supporting active longevity,” — said Oksana Zholnovych, the Minister of Social Policy of Ukraine.

Ukraine is currently undergoing a significant transformation of its demographic structure. By 2035, the share of people aged 60+ will reach 28%, with over 60% being women. Every person needs to remain capable, active, and socially engaged for as long as possible. However, preparing for dignified and active ageing must start not at 60 but much earlier — in youth when the foundations for future professional, social, and psychological well-being are laid.

To build a society where ageing leads not to exclusion but to new opportunities, we must understand the obstacles that prevent people from staying active. With this goal, Astarta and the Ministry of Social Policy commissioned the research “Active Longevity in Ukraine: Current State and Barriers” by the Ruban Litvinova Social Impact Agency. It is the first comprehensive study in Ukraine to systematically analyze the barriers faced by adults (45+) and older individuals (60+). The findings reveal key societal trends:

  • Adults and older people face limited access to education and services and inaccessible urban environments. Ageist stereotypes persist, and intergenerational support remains weak.
  • With age, Ukrainians become increasingly vulnerable. At 45+, physical health declines sharply, and mortality risk rises. Anxiety increases with age, and war has amplified stress and insecurity. Most older adults live in poverty, constantly economizing. Loneliness, domestic violence, and fraud are widespread.
  • The working-age population is shrinking. War, migration, and demographic decline have led to a 15% reduction in the potential workforce. Employment rates plummet with age — only 27% of people aged 55+ remain employed.
  • Positive signals also emerged: older people are ready to volunteer and actively participate in community life when provided with clear goals and pathways. Society is slowly rethinking its attitude toward ageing, and barrier-free living is becoming a new shared value, creating demand for a just, dignified, and active longevity.

Ukraine’s international partners in social resilience also emphasized the strategic importance of this topic.

“Demographics are not just about statistics — they are about people, their engagement, protection, and opportunities. Demographic resilience is the ability of a society to adapt to change while unlocking the potential of every individual. We support Ukraine in designing and implementing policies that create enabling environments, remove barriers, expand access to services, and foster inclusion. It is a key part of our partnership in social recovery and human capital development,” — said Rachel Kean, the Head of Social Recovery and Inclusion, British Embassy in Ukraine.

These efforts also align with the broader vision of the National Barrier-Free Strategy until 2030, initiated by the First Lady Olena Zelenska. The strategy aims to ensure equal opportunities for every person, regardless of age or health status. The active engagement of people aged 45+ is essential to address workforce shortages and strengthen the national economy. Investing in active longevity means building a healthy and resilient society that is prepared for the challenges ahead.

“We are building a fair and barrier-free society where every person is valued for their experience, knowledge, and potential. We must not divide people by age, health, or status. We must create conditions where everyone’s contribution to the country’s life and economy is welcomed — and where the ability to realize one’s potential is supported by the state, cities, and businesses,” — said Tetiana Lomakina, Advisor and Commissioner of the President of Ukraine for Barrier-Free Environment.

For Astarta, the Active Longevity program is not just a declaration but a practical commitment. The company is creating an active and healthy ageing environment for its employees, regardless of age — a culture rooted in dignity, development, and opportunity for a long, healthy, and fulfilling professional life across all age groups.

The program’s goals include:

  • promoting awareness of personal health and the concept of active longevity,
  • increasing life and job satisfaction,
  • and extending active professional life within the company in various roles.

Astarta’s approach is aligned with global trends and represents a strategic step toward ensuring a sustainable future for Ukraine’s labour market.

“There’s a common belief that active longevity is only about older people. At Astarta, we’re building this culture for everyone — from young professionals to seasoned experts. A long and fulfilling professional life begins not at retirement but with the first step toward responsible self-care, continuous learning, and life balance. For business, this is more than a humanistic approach—it’s a strategic, anti-crisis solution. In a time of demographic change, investing in the well-being and potential of every employee—regardless of age—becomes a condition for a company’s economic resilience and longevity. However, this is only possible through partnerships between businesses, governments, communities, and individuals. This kind of synergy shapes a future in which a person’s value lies in their experience, strength, and ability to grow throughout life”,— said Victor Ivanchyk, the Founder and CEO of Astarta-Kyiv.

The Active Longevity Program, to be developed within Ukraine’s Demographic Strategy and Barrier-Free Strategy, will become the foundation for a new work culture—one that is responsible, inclusive, and resilient. It will help overcome labour shortages, support the economy, and position Ukraine as a country where active, healthy living is a national priority.