SILVER ECONOMY — RESERVE AND PROFESSIONAL SUPPORT OF SMALL BUSINESSES IN THE REGION

The article is devoted to researching the problems of citizens of the silver age, who should be considered a reserve and professional support for the formation and development of small businesses in the region. The adaptation of the economy to the effects of population aging in the most general form has been called the «silver economy», or «longevity economy». The process of integration of silver age groups in the regional labor market in the conditions of the current state of socio-economic and demographic development of the regions is an urgent research question. The results of the study reveal the positive aspects of the involvement of older generations in labor activity. Turning to the «silver» economy is associated with the use of the undisclosed potential of the older generation, which will not only reduce the demographic risks of loss of productivity, but even benefit from the qualities associated with the characteristics of the silver generation. The paper examines theoretical and methodological approaches to assessing the labor potential of the Silver Age population. The article draws attention to the global trend of population aging, employment growth of older people, motivation for employment, as well as the experience of developed countries in the issues of population aging. The increasing number of people of the silver age, which is typical for Ukraine, requires solving the problem of their employment, including through the development of entrepreneurship in this population group. The purpose of the study was to analyze the features of the activity of people of the silver age entrepreneurs, analyze the dynamics of changes in the number of people of the silver age entrepreneurs in recent years in Ukraine and the prospects for the development of t people of the silver age entrepreneurship. Assistance and support from the state to of the silver age in Ukraine business entities can be one of the ways to solve the problems of an aging population. Based on the analysis of available information, suggestions are made on the development of economic policies and policies of the state in relation to working people of the silver age. It is noted that, аfter becoming entrepreneurs, people of the silver age remain active, solve many of their problems, increase employment and contribute to the economic growth of the regions.