Business news from Ukraine

Jordan occupies a moderate position in the perception of Ukrainian society—without any strong positive or negative emotions. This is evidenced by the results of a sociological survey conducted by Active Group in partnership with the Experts Club think tank in April 2025.

According to the survey, 65.8% of respondents expressed a neutral attitude toward Jordan — one of the highest rates among countries outside Europe. A positive attitude was declared by 12.5% of Ukrainians (10.7% — mostly positive, 1.9% — completely positive), negative — 12.9% (9.7% — mostly negative, 3.2% — completely negative). Another 8.8% abstained from answering.

“Ukrainians generally do not have a formed image of Jordan — it is mostly associated with regional affairs in the Middle East, but is not the subject of deep public interest. This explains the high proportion of neutral responses,” said Oleksandr Pozniy, co-founder of Active Group.

These data create opportunities for the development of new areas of Ukrainian-Jordanian cooperation, primarily in the cultural and humanitarian contexts.

The presentation of the study is available at the link.

Among all Middle Eastern countries, Iraq ranks among those toward which Ukrainians have the least positive attitudes. These data were obtained from a sociological survey conducted by Active Group in April 2025 in cooperation with the information and analytical center Experts Club.

According to the results, 40.0% of Ukrainians have a negative attitude toward Iraq (30.1% — mostly negative, 9.9% — completely negative). Only 5.8% of respondents expressed a positive attitude (3.7% — mostly positive, 2.1% — completely positive). Another 46.2% of respondents chose a neutral position, and 8.0% were unable to answer.

“Ukrainians associate Iraq primarily with military conflicts, terrorism, instability, and geopolitical threats, rather than diplomatic or economic contacts. This shapes a persistent image of the country as a ‘risk zone,’” commented Maxim Urakin, founder of Experts Club.

The results indicate deep informational associations that need to be changed if countries plan to expand contacts in the peaceful, trade, or cultural spheres.

The presentation of the study is available at the link.

Romania, which is Ukraine’s neighbor and a member of the EU and NATO, is perceived by Ukrainian society as mostly neutral or moderately positive. This is evidenced by the results of a sociological survey conducted by Active Group in April 2025 in collaboration with the Experts Club think tank.

According to the survey, 41.1% of Ukrainians have a positive attitude toward Romania (33.6% mostly positive, 7.5% completely positive). On the other hand, 8.8% of respondents expressed a negative opinion (7.3% mostly negative, 1.5% completely negative). The largest share was held by those with a neutral position — 46.5%, while 3.6% of respondents were undecided.

“Neutrality towards Romania can be explained by both limited information about its support and the lack of high-profile initiatives that shape the image in the public consciousness. Nevertheless, there is almost no negativity,” commented Maksim Urakin, founder of Experts Club.

Thus, Romania has significant potential to deepen cooperation and improve its image in the eyes of Ukrainian society.

The presentation of the study is available at the link.

The Czech Republic maintains a positive image among Ukrainians, demonstrating a balance of support, sympathy, and stability in public perception. These data were obtained from a survey conducted by the sociological company Active Group in May 2024 in partnership with the analytical center Experts Club.

According to the survey, 61.7% of Ukrainians expressed a positive attitude toward the Czech Republic: 42.4% — mostly positive, and another 19.3% — completely positive. Only 3.9% of respondents had a negative attitude (3.4% mostly negative, 0.6% completely negative). 32.1% of those surveyed took a neutral position, and another 2.2% were unable to answer.

“The Czech Republic has consistently provided support to Ukraine in the political, humanitarian, and everyday spheres. At the same time, its image is not overly emotional or polarized, hence the significant share of neutral perceptions,” explained Oleksandr Pozniy, co-founder of Active Group.

This indicates a high level of trust on the part of Ukrainians, which could serve as a basis for further strengthening the strategic partnership.

The presentation of the study is available at the link.

The Netherlands is firmly establishing itself among the top countries that Ukrainians consistently support and view positively. This is evidenced by the results of a sociological survey conducted by Active Group in April 2025 in collaboration with the information and analytical center Experts Club.

According to the survey, 70.5% of Ukrainians have a positive attitude toward the Netherlands (41.3% — mostly positive, 29.2% — completely positive). Only 2.2% of respondents gave a negative assessment (2.1% — mostly negative, 0.2% — completely negative). Another 24.9% of respondents chose a neutral position, and 2.4% were unable to answer.

“The Netherlands maintains its image as a democratic, open, and progressive country that consistently supports Ukraine in European and international institutions. This is what shapes such a positive attitude,” said Maxim Urakin, founder of the Experts Club.

Thus, the Netherlands is perceived by Ukrainian society as a reliable partner and an example of a successful European development model.

The presentation of the study is available at the link.

Germany remains among the countries toward which Ukrainians feel deep sympathy, despite some criticism in the early stages of the war. This is evidenced by the results of a public opinion poll conducted by Active Group in April 2025 in cooperation with Experts Club.

According to the data, 68.8% of respondents have a positive attitude toward Germany (45.0% — mostly positive, 23.7% — completely positive). A negative assessment was given by 6.7% of Ukrainians (5.8% mostly negative, 0.9% completely negative). Another 22.4% of respondents expressed a neutral attitude, and 2.1% abstained from answering.

“Attitudes toward Germany demonstrate a transformation in public opinion: from skepticism to gratitude for military and financial assistance, as well as for accepting the largest number of refugees. These processes intensified significantly in 2023–2024,” commented Alexander Pozniy, co-founder of Active Group.

The study also highlights growing trust in partners who have confirmed their support with real actions over time.

The study can be found at the link.