THE IMPACT OF THE PANDEMIC ON THE DEVELOPMENT OF WOMEN'S ENTREPRENEURSHIP: NEW OPPORTUNITIES FOR SUCCESS

Abstract

Understanding and analysis of positive and negative trends that determine the conditions for the formation of life strategies of women in modern Ukraine, give reason to say that today women in the social structure is given the role of women entrepreneurs as an active subject of social relations, personality. It takes an active part in economic transformations, changing the forms of labor activity. The health emergency and the pandemic economic downturn have affected women more than men. The gender gap has re-emerged in areas where parity was already been achieved.Women entrepreneurs face the following most popular questions in the post-lockdown period: how to adapt to new realities; how to survive a pandemic crisis; how to grow your business online. The search for new knowledge and tools through additional training and successful examples of other women reinforces this trend and rapidly improves the performance of women's entrepreneurship in Ukraine. The pandemic has shown that Ukrainian businesswomen tend to face difficulties on their own and not seek outside help for their business during the crisis.Any crisis, economic recession is a time of risks and threats to the stability and success of business. However, it is also a time of decisive steps, new rules of the game and opportunities that create a different future.Ukrainian women look to the future with optimism and are convinced of the growth of their organizations. However, they are also well aware of thechallenges ahead: the economic downturn and the format of remote work are currently creating problems, such as retaining senior staff, hiring talented staff and maintaining staff motivation. The development of women's entrepreneurship will allow women to increase their financial independence and realize their own leadership potential, which will affect the socioeconomic development of  communities.