Businesses Will Move Away from Traditional Sponsored Media Projects in the Coming Years

According to Alina, the era of traditional native advertising in the media is coming to an end.

“Over the next few years, businesses will do everything they can to move away from the traditional sponsored content format. We will gradually leave this genre behind because it no longer serves companies well for many reasons. Articles labeled ‘Sponsored’ or ‘Advertisement’ are not always indexed by search engines, typically generate lower readership and click-through rates, and do less to build trust. Regardless of the wording on the label, audiences treat it as a red flag. In practice, they see it as little different from overt advertising,” she said.

She added that businesses remain willing to provide financial support to media organizations, but they now expect editorial teams to offer fresh, creative formats instead. These may include events, discussion platforms, press tours for international journalists, research projects, and other collaborative initiatives.

Alina Smyshliak-Boroda also noted that Ukraine’s historical context makes support for entrepreneurship particularly important. Decades of repression disrupted the continuity of private ownership and entrepreneurship, meaning that the very idea of building a business now deserves active public support.

“Only a strong middle class and a resilient national business sector can become the foundation that helps Ukraine endure and recover. As the fourth estate, the media should play a direct role in shaping this narrative,” she emphasized.

Chief Reputation Officer at Kormotech also stressed that business is an integral part of society. Stories about Ukrainian entrepreneurs can therefore become an important expression of editorial social responsibility rather than simply commercial content. At the same time, many media outlets are still reluctant to openly support companies for fear of being perceived as biased. She believes this informational and moral barrier can only be overcome through open and honest public discussion.