PROBLEMS AND PROSPECTS OF HUMAN POTENTIAL DEVELOPMENT IN RURAL AREAS OF UKRAINE

The subject of the research is theoretical and practical aspects of the formation, development and growth of human potential in rural areas of Ukraine. The purpose of the work is to identify the problems of forming the human potential of rural areas of the country and substantiate strategic guidelines and promising areas and means of solving them to ensure its growth and sustainable development. Methodological basis of the article is the use of modern theoretical provisions of the economy of the national economy, rural territories, the reproduction of human potential; General scientific and special methods of knowledge: demographic, statistical-economic, economic-mathematical, graphic. Results of work. It is determined that the human potential of rural areas of Ukraine is formed by demographic factors, employment and employment, income level, quality and social and environmental conditions of life. However, it is the narrowed natural reproduction, high unemployment and low incomes of rural residents that cause its deterioration and degradation. It is found that these and other problems should be solved by implementing state programs to support rural fertility, developing alternative activities and increasing employment, social and environmental development of rural areas. The field of application of results. The conclusions and suggestions of the article can be used by local governments, rural communities, public organizations, charitable foundations in solving problems of human development in rural areas, educational and scientific institutions in educational and scientific activities. Conclusions. Financial sources for the implementation of proposals can be monetary and other resources of agricultural enterprises, rural residents, rural communities, targeted state programs, public organizations and charitable foundations. Public-private partnership, social responsibility, social innovation, information and digital technologies should be used as tools for achieving these goals. When determining priorities for implementing these measures in practice, it is necessary to take into account the specifics of each locality, the region where they are located, as well as the decisions of rural communities. This will contribute to the revival of rural areas, increase the prestige of rural life, preserve the rural way of life, expand the reproduction of human capital and personal growth of human potential.