CREATIVE ECONOMY AS THE MAIN DIRECTION OF FORMING A SOCIALLY ORIENTED ECONOMY

The new economy is based on the sphere of services, which are created by intellectual creative work. Key factors in this are knowledge, innovation, scientific achievements and technologies based on modern progressive post-industrial society. In this way, intellectual and creative work turns into the leading driving force of the new economy. The purpose of the work is to determine the key areas of development of the creative economy. As a result of the research, it was established that the creative economy includes hundreds of spheres of activity. Among them, in particular: television, fine arts, design, cinema, music, architecture, education, fashion, etc. This list can be continued endlessly, because human imagination has no limits. The creative economy depends on the creative activity of people and the innovativeness of their works, and not on natural resources, such as land, water, and subsoil. Thus, this industry does not cause such damage to the environment as it is caused by industrial enterprises or agricultural production. It is these sectors that primarily deplete renewable and non-renewable natural resources massively, and also pollute the environment. In Ukraine, the process of investing in creative industries is still far from the indicators of developed countries and is implemented through separate programs that stimulate people, mainly young people, to earn, activating intellectual potential (Start-up Fund, Diya City, loans 5-7-9, etc). The largest producer of added value in the creative economy sector in Ukraine is the IT sector, which accounts for 25% of the total added value. The largest share of IT technology exports is accounted for by computer services – almost 37%. In 2020, their income was 5 billion dollars, and in 2021 – 6.8 billion US dollars. Recently, the creative economy is closely intertwined with all areas of our life. It affects education, science, technical progress, determines the attractiveness of regions. In the processes of formation of the creative economy, the main resource is information, and the key assets are personnel and their non-standard, creative ideas. Thus, the main direction is to increase the quality of human capital. However, the development of this area also requires appropriate capital investments. Creative industries develop best in large cities, megacities, and highly developed countries. Therefore, in order to catch up with Germany or Great Britain, Ukraine needs to increase investments in this area. The scientific provisions regarding the systematization of the directions of the creative economy were further developed, and the volumes of the creative economy by sectors of the national economy were substantiated.