The influence of the socio-cultural environment on entrepreneurial activity

The analysis of other scientific publications showed that the sociocultural environment is a multifaceted concept. It consists of a cultural and social environment, which are interdependent. Social and cultural are mutually dependent, which means that the social cannot exist without the cultural, and the cultural cannot exist without the social. In general, the social and cultural environment can be reduced to factors arising from human behavior, which is a dialectical unity of physiological and social behavior. Entrepreneurial activity is carried out in a certain socio-cultural environment, such an environment has a corresponding influence on it. It is important for entrepreneurs to understand that the key features of the development of the economy and economic institutions are formed under the influence of socio-cultural factors. Entrepreneurs are driven by the interest to maximize their profit. It should be noted that the achievement of this goal depends on the entrepreneur's ability to identify social needs and satisfy them. A lifestyle is formed through the prism of the socio-cultural environment. Entrepreneurs must take this into account in the course of their activities. It was determined that the existence of different cultural traditions can lead to misunderstandings and poor cooperation between members of the work team. Accordingly, knowledge of these differences, the ability to manage them helps to establish normal work in the team. Changes in sociocultural factors can last for years. However, some of them change faster and more dynamically, for example, thanks to the development of technologies, the political situation, the pandemic. Sociocultural factors have an impact on creative entrepreneurship, and at the same time, creative entrepreneurship improves the sociocultural environment. In the process of research, the factors of the socio-cultural environment were selected, to the change of which entrepreneurs should first of all respond. These factors include culture, habits, beliefs and values, population size and growth, age composition, household and family structure, wealth and social class, ethnicity, and geographic factors. It has been established that a new socio-cultural space is emerging in Ukraine today.