INCLUSIVE FORMAT OF CREATIVE INDUSTRIES FOR SOCIAL BUSINESS

The article examines the concept of "social inclusion" as a process which ensures gain the opportunities to participate fully in economic, social, political and cultural life. The problems of such social inclusive groups as persons with disabilities, persons released from places of deprivation of liberty, participants of ATO/UFO, women in difficult circumstances, homeless persons, elderly persons, children and youth, residents of rural areas are systematized in the following areas: economic, socio#psychological, professional, legal, medical. It was shown that the main economic problems for the majority of inclusive groups are low income, difficulties with employment. The consequence is crime, health problems, various forms of addiction, lack of communication and social adaptation. The concept of "creative industries" as sectors whose activities are based on cultural values, or


INTRODUCTION
Due to The Copenhagen Declaration and Programme of Action, a key outcome of the 1995 World Summit for Social Development, building inclusive societies is a longstanding commitment of the international community and a major component of the quest for a new humanism. Inclusive society is based on fundamental values of equity, equality, social justice, and human rights and freedoms, as well as on the principles of tolerance and embracing diversity [1]. UNESCO is particularly concerned by the issue of human rights, discrimination, gender equality, poverty eradication, democracy, sciences and social transformations, including urbanization and migration. The organization has prioritized working on social inclusion policies, for three groups of potentially disadvantaged people: migrants, persons with disabilities, and indigenous minorities, with a focus on youth [2].
Almost 106 thousand children, or 1.5% of the total child population of the country (Ukraine), live and are brought up in boarding schools. Every three days, 250 children are admitted to boarding schools mainly because of poverty and the inability to provide the necessary services for the child. At least 600 thousand children live in dysfunctional families [3]. Thus, the problems of the international community are also relevant for Ukraine. In this regard, this study is devoted to the study of inclusive opportunities of Ukrainian society.
International Trade Centre reports that the creative industries sector accounts for 7% of the world's GDP, growing at an annual rate of 8.7% [4]. The development of the creative industries sector is not only an engine to increase the share of developing countries in world trade, but can also directly benefit poor communities by generating income, creating jobs and empowering artists and people. As Ukraine is among the top 25 countries in the category "Most awarded countries" in the Global Creativity Report 2019 by Cannes Lions [5]. The most developed sub sectors of the creative industries are advertising, IT sector, media, design, and handicraft. The fashion industry has been evolving and expanding for many years and has the potential for growth [6]. Based on this creative industries are considered as an effective tool for increasing social inclusive. This statement needs more deep investigation, which is performed in the article.

LITERATURE REVIEW
Creative industries are increasingly acknowledged worldwide for having enormous potential as engines driving economic and social development [7]. Not only do they account for higher than average growth rate and job creation, but they are also channels of cultural identity which play a key role in promoting cultural diversity. An interesting issue for detailed consideration is the Source Definition UNESCO Social rights bring together numerous rights that must be dealt with at the local level: rights to housing, education, clean water and health care emphasize the role of local authorities as a welfare provider and social provision as a duty which lies within city halls and councils [9] UNEVOC The conditions and processes whereby an individual or a population group is granted access to benefits or beneficial circumstances, including those related to education and training [10].

World Bank
The process of improving the ability, opportunity, and dignity of people, disadvantaged on the basis of their identity, to take part in society [11].

Commission of the European Communities
The process which ensures that at risk of poverty and social exclusion gain the opportunities and resources necessary to participate fully in economic, social, political and cultural life and to enjoy a standard of living that is considered normal in the society [12].

Table 1. Definition of "social inclusion"
Source: built by the author based on [9][10][11][12]. combination of trends in social inclusive development and breakthrough opportunities of creative industries. For Ukrainian realities, the issue is further actualized by the widespread social exclusion.
Social exclusion refers to the multiple and changing factors resulting in people being excluded from the normal exchanges, practices and rights of modern society [8]. One of the most obvious factors is poverty, but social exclusion also refers to inadequate rights in housing, education, health and access to services. These problems are acute for such social groups as persons with disabilities; persons released from prison; participants in the anti terrorist operation; women who have fallen into difficult life circumstances; homeless people; elderly people; children and youth; residents of rural areas.
An inclusive society should also be equipped with appropriate mechanisms that enable all its citizens to participate in the decision making processes that affect their lives, and ultimately shape their common future [1]. Thus, the question of models and forms of realization of creative industries' opportunities for solving the problems of the main inclusive groups of the population requires detailed consideration.

PURPOSE OF ARTICLE
The purpose of the article is to study the main problems of social inclusive groups of the population, as well as the possibilities of solving these problems on the basis of creative industries and social business models.

RESULTS
To study the problem, the main approaches to the definition of "social inclusion" were studied. The results are presented in table 1.   [3].

Source Definition Cambridge Dictionary
Industries that are based on work in which original ideas are important, such as work in the arts or the media, in designing computer software, etc [13] International Trade Centre Creative industries uses an individual's creativity, skill and talent for job and wealth creation through the generation and exploitation of intellectual property [4] Deloitte Industries that use culture as an input and have a cultural dimension, although their outputs are mainly functional. They include architecture and design, which integrate creative elements into wider processes, as well as sub-sectors such as graphic design, fashion design, or advertising [14] Commission of the European Communities Cultural and creative sectors are comprised of all sectors whose activities are based on cultural values, or other artistic individual or collective creative expressions [8]   Thus, social inclusion means equal access to different public goods for different groups of the population. The problem of social exclusion is the lack or insufficient provision of opportunities to include as many people as possible in the production process. In order to understand what human resources can be further involved in economic turnover, the main problems of inclusive social groups were analyzed and systematized. The results are summarized in table 2.
According to table 2, the problems that affect almost all inclusive groups are low income, employment and ensuring the necessary level of well being. The solution to these and related problems lies in increasing the level of involvement of social groups in the process of creating economic and public goods. The purpose of the article is to study the possibilities of creative industries to solve the described problems. For this purpose, the essence of the category "creative  Based on the definition of the concept, a complex of creative industries, including specific types of economic activities, was systematized in the course of further research. A comparison of the types of activities and the minimum level of education required for inclusion in the corresponding type of activity is carried out. On the basis of the criterion of the level of education, the distribution of inclusive groups of stakeholders between different spheres of creative industries was completed. This distribution also allowed us to identify key problems that can be solved on the basis of the corresponding type of activity within the creative industries. The results are presented in table 4.
Based on the data in table 4, for most of the presented activities within the creative industries, upper secondary education, post secondary non tertiary education is sufficient. This creates opportunities to attract a significant number of representatives of social inclusive groups. At the same time, there is a potential to reduce the severity of such problems as low incomes, difficulties with employment, and social adaptation. The development of the social orientation of creative industries is possible in the format of a social business model.
According to social investment Programmes WNISEF4, social enterprises are those employing more than 50% of workers belonging to social inclusive groups, and a large part of the profit is reinvested in the company's development to create new jobs; working less than 50% of workers belonging to social inclusive groups, and at least 10% of the profit goes to a social purpose; at least 20% of the profit goes to social purpose [21]. To study the prospects of applying creative business models to involve inclusive groups, the main models of social enterprises used in Ukraine were studied. The results of the analysis are systematized in table 5.
Thus, for the involvement of social inclusive groups based on creative industries using social business models employment model, fee for service model, service subsidization model, cooperative model, low income client as market model, organizational support model can be achieved.

CONCLUSIONS
The issues of social inclusion, the main inclusive groups and their current problems, and particularly the scope of creative business, creative industries opportunities in creating social impact were studied in the article. Based on the materials considered, the following conclusions were made: 1) Social inclusion is associated not only with limited access to public goods, but also with exclusion from the production of products and services.
2) The main social inclusive groups of Ukraine, whose representatives for objective reasons are limited in the possibilities of inclusion in the economic processes, are persons with disabilities, persons released from places of deprivation of liberty, participants of ATO/UFO, women in difficult circumstances, homeless persons, elderly persons, children and youth, residents of rural areas.
3) Provide a partial solution to the problems of social inclusive groups, such as low incomes and employment problems, possibly on the basis of creative industries using such common social business models as employment model, fee for service model, service subsidy model, cooperative model, low income client as market model, organizational support model.