SILVER ENTREPRENEURSHIP AS A COMPONENT OF THE LONGEVITY ECONOMY

The phenomenon of silver entrepreneurship, understood as an independent initiative activity of persons of older age groups, is investigated from the perspective of the longevity economy formation. The issues of entrepreneurial activity in older ages are consid-ered both on a global and national scale. The motives of the appeal of older Russian citizens to entrepreneurial activity are analyzed. The reasons for the continuation of the work of pen-sioners and the reasons for the opening of their business by people of pre-retirement and re-tirement ages are compared. The conclusion is substantiated that silver entrepreneurship is one of the directions, the development of which contributes to economic growth due to both an increase in potentially available labor resources and a more efficient use of the human capital of older generations.