President Volodymyr Zelensky is framing his call for a new peace initiative as a fleeting, time-sensitive opportunity, warning the world that it is “important not to lose the momentum” generated by the Gaza agreement. His language is imbued with a sense of urgency, suggesting that this diplomatic window may soon close.
The use of the word “momentum” implies a force that is currently in motion but will naturally slow down and stop if not actively pushed forward. This is a clever rhetorical device to spur immediate action, creating a fear of missing out on a unique chance for peace.
This urgency is directed primarily at the United States and the G7. Zelensky is telling them that the political capital and global goodwill generated by the Gaza success is a perishable asset. If they do not reinvest it immediately into the next crisis—Ukraine—it will simply evaporate.
His own frenetic diplomatic activity, including calls with the leaders of the US and Finland, reflects this sense of urgency. He is acting as if every day counts, trying to build a coalition and a plan before the world’s attention inevitably shifts elsewhere.
This time-sensitive appeal is made all the more poignant by the non-stop reality of Russian attacks. For Ukraine, the cost of lost momentum is measured not in missed opportunities, but in lost lives, making every moment of international inaction an existential threat.