Gradus presents the first digital-ethnographic study of everyday practices of Ukrainians in 2025.
The format combines real-time diaries, photo and video observations, and in-depth interviews. This approach captures behavior not at the moment of questioning, but in real life — in the small details that often remain outside the scope of traditional research.

Over seven days, participants from six major Ukrainian cities documented their routines, emotions, eating and consumption habits, stress-management practices, and media use. The method provides access to behaviors that typically stay “off camera”: spontaneous decisions, reactions to alarming news, and daily compromises between plans and reality.

Morning rituals as a system of stability

The data show that mornings have become a key point of balance. Participants develop multi-step routines that help maintain structure and regain control over the day. “Buffer time” — waking up 30–40 minutes earlier to make coffee, tidy the space, or spend time on themselves — becomes a tool of emotional protection.

Reliable rituals reflect a strong need for stability amid unpredictability and the ongoing pressure of war. The quality of the morning shapes the sense of control and energy level for the entire day.

Habit traps and the battle for attention

Digital behavior is driven by two conflicting trajectories: the desire to reduce scrolling and the simultaneous dependence on it. Most participants start their mornings with social media even though they acknowledge it worsens their mood. In moments of stress, people return to endless feeds — a way to soothe themselves that ultimately disrupts daily rhythms.

Despite intentions to reduce information overload, avoiding news content for long periods is rare.

Food behavior: emotions on the plate

Eating patterns are strongly affected by emotional state. Anxiety, fatigue, and low mood correlate with cravings for sweets and calorie-dense foods. Participants often skip daytime meals due to stress, which leads to overeating in the evening or grabbing junk-food snacks.

Impulsive snacking creates a background sense of “incompleteness” and self-blame, while the cycle — strict routine → breakdown → reward → guilt — becomes a typical model of “almost healthy living.”

Parallel to this, a culture of “small joys” is taking shape: aesthetic meal presentation, stocking up on favorite products, and creating a comfortable kitchen environment. These are elements of a broader phenomenon — the emotional economy, where stability is built through small predictable decisions.

Shopping remains a tool for quick emotional compensation, yet stays within rational limits: purchases are mostly affordable, expected, and comforting.

“Digital ethnography captures not what people say about themselves, but how they live. These are data about micro-decisions, rituals, self-regulation strategies, and responses to uncertainty. They provide a realistic picture of Ukrainians’ everyday life,” says Evgeniya Blyznyuk, sociologist, CEO and founder of Gradus.

The study was conducted in September 2025 using a digital-ethnography method: 7-day diaries, photo and video documentation, and two cycles of in-depth interviews. Geography: Kyiv, Kharkiv, Odesa, Dnipro, Lviv, Zaporizhzhia. The sample includes 20 participants aged 18–45. Data collection and analysis were performed by the Gradus team.

The full report is available commercially upon request at dn@gradus.app

Report structure:
● Morning rituals and the structure of the day
● Rituals across all areas of life
● Food behavior and habits
● Stress and coping mechanisms
● Consumption patterns and shopping
● Media use and digital habits
● Leisure and social connections
● Urban specifics and wartime context
● Social activity of young people

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To purchase the “Digital Ethnography of Ukrainians 2025” report or the Gradus Subscription, email dn@gradus.app