Living in Abundance: One-Third of Ukrainians Need 40,000-120,000 UAH/Month, Another Third – 120,000-200,000 UAH – Survey

A new survey conducted by the Zagoriy Foundation's social project laboratory, in collaboration with the SOCIS Center for Social and Marketing Research, has shed light on the financial expectations of Ukrainians regarding what it means to live in abundance. According to the findings, 32% of respondents associate a comfortable life with a monthly income ranging from 40,000 to 120,000 UAH. Meanwhile, another 32% believe that a monthly income of 120,000 to 200,000 UAH is necessary to achieve this standard of living.

The survey further indicates that 62% of participants define 'living well' as earning over 400,000 UAH per month, while 18% categorize incomes between 200,000 to 400,000 UAH as sufficient for a prosperous life. The concept of wealth appears to be more consolidated among the population, with a clear threshold set at 400,000 UAH, contrasting with the broader definitions of 'good living' and 'living in abundance,' which encompass a wider income range from 20,000 to 200,000 UAH.

When asked about the income level required for a 'good life,' 45% of respondents indicated that a monthly income of 20,000 to 40,000 UAH is adequate, while 26% believe that 10,000 to 20,000 UAH suffices. Only 9% of participants think that living well can be achieved with less than 10,000 UAH per month. This disparity in perceptions highlights the varying expectations and aspirations among the Ukrainian populace regarding financial stability and quality of life.

The survey also revealed a prevailing skepticism among Ukrainians regarding the possibility of achieving success through honest means. A majority of respondents (54%) leaned towards answers such as 'rather no' or 'no, it is impossible,' compared to only 40% who responded affirmatively. This skepticism is particularly notable in the context of the survey's focus on the 'social contract' between the wealthy and the rest of society, exploring what expectations Ukrainians have of affluent individuals.

Moreover, trust in the integrity of wealth accumulation is low, with over half of the respondents rating the honesty of becoming wealthy as low, resulting in a combined negative assessment of 53%. In stark contrast, only 11% believe that the wealthy earned their fortunes honestly, indicating a significant gap in public perception regarding wealth and morality.

Despite the skepticism, a substantial 79% of respondents agree that if a wealthy individual pays taxes honestly, they should have the right to spend their income as they see fit. This reflects a nuanced understanding of wealth and responsibility among the populace.

Ukrainians expect businesses to fulfill several roles, including creating jobs (59%), with 52% believing that businesses are currently doing so. Additionally, 53% expect honest tax payments, while 50% anticipate support for defense and veterans. Other expectations include participation in community rebuilding (29%), investment in education and youth (22%), and development in medicine and science (19%).

Regarding charity, the survey found that nearly 70% of Ukrainians never or rarely publicly thank businesses for their charitable contributions. Trust in business charity is highest when supported by facts, figures, and reports, with 47% of respondents expressing this sentiment. Furthermore, 41% trust charity more when they see real stories of individuals impacted, while 37% expect transparency and verification from independent sources. Only 11% place their trust in appeals from company leaders.

The Zagoriy Foundation, a social project laboratory supported by co-owners Kateryna and Hlib Zagoriy, who also serve as the director of the board and co-owner of the pharmaceutical company 'Darnytsia,' respectively, conducted the field phase of the research in November 2025. The survey involved telephone interviews with 2,000 adult citizens of Ukraine (aged 18 and older) and is representative based on age, region, education, type of settlement (city/village), area of residence, and income level. The statistical margin of error for the sample is +/- 2.6%.