It has been more than four months since Russia invaded the sovereign nation of Ukraine. Thousands of Ukrainian soldiers and civilians have perished, millions of people have been displaced, and several cities, towns, and villages have been leveled beyond recognition.

Through the hell that is war, the Ukrainian Marketing Association (UMA) has endured and today stands as a beacon of light in an otherwise dark time for the country. Representing more than 1,000 marketers and over 100 marketing organizations across Ukraine, this professional membership group plays a critical role in advancing the marketing industry in Eastern Europe and raising awareness of trends in marketing and advertising.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, UMA President Iryna Lylyk joins host Ken Beaulieu to discuss how the organization is maintaining some semblance of normalcy, what’s she’s hearing from members, why the women of Ukraine are a constant source of pride, and more.