Relevance. China's opportunities for integration into various economic associations and unions are so great that only its own geopolitical positions can be a deterrent for them. A significant role in China's positioning in the global market of goods and services is played by the country's agro-industrial complex, which is developing in accordance with the global agenda in the field of ecology, energy, alternative energy, and environmental management.

The purpose is to consider the ambiguity of China's trade and economic positions in the global market of agricultural products.

Objectives: to identify the main trends of China's agri-food cooperation in global business; to study the current structure of China's exports of certain types of agricultural raw materials and foodstuffs; to identify the main areas of China's investment in agricultural production.

Methodology. Methods of analysis and synthesis of theoretical and statistical material are based on data provided by the Organization for Economic Cooperation and Development, the World Bank, the International Monetary Fund. The data published in static collections and reports of the Food and Agriculture Organization of the United Nations, the Institute for Food and Agrarian Policy Research, allow for a comparative analysis of agricultural products in China on the world market. Data from country statistical ministries and agencies such as the Chinese Ministry of Commerce, the Chinese Academy of Social Sciences, Chinese news agencies, the National Bureau of Statistics of China, and the Federal State Statistics Service of Russia make the assessment of the trade and economic positions of the Chinese agro-industrial complex objective and balanced.

Results. The article reveals the nature of China's export-import operations in the agricultural sector on the world market, highlights the features of China's agricultural cooperation with Brazil, the United States, ASEAN countries, and Russia. The prospects for further cooperation in agriculture with world powers are revealed.

Conclusions. China will simultaneously remain the largest importer of agricultural products and at the same time a major exporter. The long-term agricultural cooperation of the People's Republic of China with other countries is influenced not by the world market, but by the policy of the Government of the People's Republic of China and the food preferences of the People's Republic of China.

Relevance. Despite the significant interest in conducting scientific research on agricultural production management and discussing a wide range of problems related to the rationalization of resources used in agribusiness, it should be noted that there are insufficient effective tools for developing the concept of resource conservation and popularizing fundamentally new resource-saving technologies to improve production efficiency in agricultural enterprises, which confirms the relevance of this study.

The purpose is to theoretically substantiate and develop a model solution for agricultural production management based on the principles of resource conservation.

Objectives: to determine the significance and distinctive characteristics of the implementation of production activities at agricultural enterprises; to reveal the key principles and elements of the agricultural production management system; to substantiate the role and objectives of resource conservation; to propose a structural approach to the management of resource-saving activities of agricultural enterprises; to develop organizational, methodological and practical recommendations for the development of resource conservation areas.

Methodology. The work reflects the methods of abstract-logical, monographic and system analysis, modeling and comparison, as well as problem-oriented, structural-functional, process and graphical approaches to the study of resource conservation issues in the management of the production system of an agricultural enterprise.

Results. A structural model of agricultural production management based on the principles of resource conservation is proposed and tested, aimed at optimizing the resource potential and improving the activities of an agricultural enterprise, minimizing costs, ensuring successful development and increasing its competitiveness in general.

Conclusions. The agricultural production management system covers not only a set of adequate methods and effective mechanisms, but should also be based on the principles of resource conservation, the observance of which will ensure a multi-purpose orientation of the continuous implementation of the production process and the achievement of optimal results in agricultural enterprises. The areas of subsequent research are related to the development of resource-saving technologies and the introduction of digital solutions into the production process of agricultural enterprises, the development of a set of recommendations for the rational organization and management of the production system based on the use of new systems of conservation agriculture.

Relevance. In the conditions of tough competition and high market dynamics, companies are forced to look for new ways to improve efficiency. The application of artificial intelligence technologies in the management of companies helps organizations to respond to changes faster. Modern artificial intelligence technologies in the management of companies allow to automate routine tasks, optimize decision-making processes, increase the efficiency of resource and personnel management. Thus, the study of the application of artificial intelligence technologies in the management of companies based on the analysis of the main trends and forecasts is an urgent task.

The purpose is study of the application of artificial intelligence technologies in the management of companies based on the analysis of the main trends and forecasts.

Objectives: to analyze the main trends in the use of artificial intelligence technologies in company management based on a study of the dynamics of the use of AI technologies by organizations; the dynamics of obtaining effects from the use of artificial intelligence in organizations; the percentage of organizations using and planning to implement AI in their activities; the dynamics of the implementation of strategic decisions on the use of AI technologies in organizations; the presence and assessment of competencies in the field of artificial intelligence among managers and employees. Evaluation of the development of AI technologies and the practice of their application in company management through the analysis of the forecast for the growth of interest in artificial intelligence for company management; the forecast for the growth of companies using AI, plans of Russian companies to implement AI, the forecast for the growth of the AI -market in the world.

Methodology. The research methodology is based on the methods of analysis and synthesis, deduction and induction, comparison and comparative analysis of official studies of Russian and foreign companies in the field of using artificial intelligence technologies in the management of organizations.

The results of the study reflect modern trends and forecasts for the use of artificial intelligence technologies in company management.

Conclusions. The use of artificial intelligence technologies in company management is actively implemented at present and has a growth trend in the future.

Relevance. Digitalization has a significant impact on economic and social processes, which is associated, on the one hand, with the development of new technologies and their promotion, and on the other hand, with changing requirements for modern specialists. Projects of technological and digital leadership are becoming a priority of state economic policy, and the country’s economic sovereignty largely depends on the effectiveness of their implementation. In this regard, research aimed at comprehensively assessing the impact of digitalization and artificial intelligence technologies on ensuring economic sovereignty is becoming increasingly popular in the scientific community. The purpose of the article is to study the features of ensuring economic sovereignty in modern conditions, as well as to reveal the impact of digitalization and artificial intelligence technologies on it.

Objectives: to examine the features of ensuring economic sovereignty in the context of digital transformation, to identify the components of economic sovereignty, to study the indicators characterizing these components.

Methodology. To achieve the set goal, the study uses methods of system analysis and synthesis, as well as bibliographic analysis. The information base of the research includes works of domestic and foreign scientists devoted to issues of economic sovereignty and technological independence, regulatory framework at the federal and regional levels, materials from scientific journals and conferences.

Results. The article reveals the components of economic sovereignty most closely related to digitalization issues, examines the main regulatory acts containing methodology for calculating indicators characterizing these components, and presents data on Russia’s position in digital development rankings.

Conclusions. Based on the analysis conducted, the components of economic sovereignty related to digital transformation have been identified, and the main indicators characterizing them have been highlighted.

Relevance. In the context of the digitalization of the economy and increasing competition in the agro-industrial complex, the development of digital capital of agricultural organizations is becoming important. Digital capital, which includes digital infrastructure, competencies and technologies, is a key factor in increasing productivity, sustainability and innovation activity of agricultural enterprises. This is particularly relevant for regions where the agricultural sector plays an important role, for example, in the Nizhny Novgorod region.

The purpose is to assess the development of digital capital as a factor in the effective innovative development of agricultural organizations in the region and analyze its current state for agricultural organizations in the Nizhny Novgorod region.

Objectives: to formulate an idea of the concept of "digital capital"; to analyze the current state of digital capital in agricultural organizations of the Nizhny Novgorod region; to explore the relationship between the level of digital capital and the level of innovative activity of organizations; to develop recommendations on strengthening digital capital in order to stimulate innovative development.

Methodology. In the process of studying the subject under consideration, methods such as analysis, synthesis, generalization, logical, as well as tabular techniques and methods of information processing were used.

Results. The study showed that the level of digital capital in agricultural organizations in the region remains heterogeneous: large farms have access to modern technologies, while small and medium-sized enterprises experience personnel and financial constraints. A link has been found between the level of digital capital (availability of digital infrastructure, use of automated management systems, digital platforms) and the innovative activity of organizations (introduction of new products, processes, management solutions).

Conclusions. Digital capital is the most important factor in the innovative development of agricultural organizations in the Nizhny Novgorod region. Its development requires systemic measures, including government support, the formation of competencies, the improvement of digital infrastructure and the promotion of cooperation between participants in the agricultural ecosystem. Sustainable development of the region in the context of digital transformation is possible only with the integration of digital solutions at all levels of agricultural production.

Relevance. The study is devoted to the formation of the investment potential of border regions in the sustainable development of socio-economic complexes. The concept of investment potential is analyzed in detail, as it is the cornerstone in determining the sources of its formation and further development.

The purpose to assess the process of forming the investment potential of border regions in the sustainable development of socio-economic complexes.

Objectives: to formulate approaches to defining the concept of "investment potential", identify the components of investment resources, and consider the significance of the indicator of investments in fixed assets in border regions.

Methodology. In the process of studying the topic under consideration, the following methods were used: analysis, synthesis, generalization, logical methods, and graphical methods of information processing.

Results. The prospect of further development of the regions bordering Ukraine is to create an effective mechanism for implementing the decree of the Kursk Region Government No. 977-p "On Measures to Implement the Federal Law of June 24, 2023 No. 266-FZ "On the Free Economic Zone in the Territories of the Donetsk People's Republic, the Lugansk People's Republic, the Zaporizhzhia Region, and the Kherson Region and Adjacent Territories" in the Kursk Region, as well as similar decrees in the Belgorod and Bryansk Regions, as there is currently no such mechanism.

Conclusions. Special economic zones located on the territory of the "new subjects" have proven to be successful. Starting this year, the Kursk, Belgorod, and Bryansk regions should have a free economic zone regime similar to that of these regions. However, a real mechanism for its operation has not yet been developed. Only if it is adopted will the regions be able to maintain and enhance their sustainable socio-economic development.

Relevance. The specifics of the region, in particular the variety of resources and conditions of economic activity, form the conditions and prerequisites for the specialization of the region, and the composition of natural resources, the scale and quantity of their reserves affect the economic potential of the region. Regional specialization helps to determine the role and place of the region in the single economic space of the country. Regional specialization acts as a factor of economic development, as it allows to increase labor productivity and production efficiency.

The purpose of the study is to analyze the regional specialization of the territory as a factor of its economic development in the context of modern geopolitical challenges, including strategic isolation, sanctions pressure and the need for import substitution. Objectives: to study the regional specialization of the region in order to determine the activities dominating in the region in order to influence the growth of production volumes of the branches of specialization on the dynamics of the overall socio-economic development of the region.

Methodology. The research used general scientific methods such as analysis and synthesis, classification, grouping, economic and statistical methods.

Results. The development of the region is largely ensured by resource availability, and the distinctive features of the region form the prerequisites for the specialization of the regions. The evolution of views on regional specialization has gone a long way from classical theories to modern concepts, including the impact of globalization and agglomeration effects. Modern research complements classical approaches, focusing on strategic management, sustainability and innovation in regional development. The regional specialization of the Kursk region, based on the development of various sectors of the economy, ensures its stability in the face of geopolitical turbulence.

Conclusions. In the context of geopolitical turbulence and sanctions pressure, the regional specialization of the Kursk region, based on the effective use of competitive advantages (energy, mining, agriculture), is a key factor in economic stability, but long-term development requires overcoming structural constraints through economic diversification, modernization of production and investment in human capital.

Relevance. The Russian economy is entering a new innovative stage of development. The key role in this process is played by high-tech industries, characterized by a high proportion of innovative products in the total volume of production. At the same time, enterprises in this sector of the economy are in urgent need of modernizing production, improving and finding ways to increase innovation. The need to ensure technological sovereignty and increase the competitiveness of Russian products on the world market in modern conditions necessitates the development of effective mechanisms to stimulate innovation and modernize the high-tech sector. The results of the study will allow us to identify the most promising areas of government support and tools to stimulate innovation activity, contributing to the accelerated development of high-tech industries.

The purpose of the study is to analyze the current state of high‒tech industries in the Russian economy.

Objectives: to identify key factors affecting the competitiveness of high-tech sectors of the Russian economy and develop recommendations for their stimulation; to substantiate priority areas and mechanisms of government policy to ensure advanced technological development and increase the competitiveness of Russian high-tech enterprises in the global market.

Methodology. Methods of system analysis, deduction and induction, analysis and synthesis were used in the conducted research.

Results. The study of the problems and prospects for the development of innovative activities of enterprises in high-tech industries has made it possible to identify factors contributing to the activation of innovative activities. The intensification of innovation and investment activities is of priority importance, ensuring the financing of R&D, increasing the efficiency of resource use, commercialization of innovations and the training of qualified personnel.

Conclusions. Achieving sustainable development of high-tech industries involves the comprehensive implementation of measures aimed at ensuring advanced technological development, stimulating innovation activity, government support and the development of partnerships. This approach will ensure an increase in the competitiveness of domestic enterprises in the global market and the transition to an innovative model of economic development.

Relevance. The development of pork exports from Russia, including at the regional level, represents a strategically important area of agricultural and foreign economic policy, especially in the context of reorienting trade flows toward Asian markets. The Kursk region demonstrates positive export dynamics in this segment, which requires detailed analysis of success factors and identification of barriers to further development.

The purpose is to assess the prospects and development factors of pork exports from Russia and the Kursk region to Southeast Asian countries using the case of “Kursk Meat Processing Plant” LLC.

Objectives: To analyze the quantitative and structural parameters of export supplies from 2019 to 2024 and propose directions for diversification and improved efficiency of export activities.

Methodology. The study employed comparative statistical, factor, and systems analysis methods. The empirical base included data from the Federal Customs Service, Rosselkhoznadzor, Agroexport Center, USDA, and internal company reports.

Results. The increase in exports is attributed to the adaptation of the business model to new economic conditions, the development of logistics infrastructure, and the use of government support mechanisms. Particular attention is paid to the model of selling products through Russian exporters’ subsidiaries in Vietnam, which helped ensure the stability of supply chains. A trend toward the growth of niche and high-margin products has been observed. Barriers identified include a shortage of refrigerated containers, competitor price dumping, and certification challenges.

Conclusion. Export efficiency can be improved through diversification of supply destinations, enhancement of logistics schemes, and expansion of government support. The Kursk region possesses the potential to strengthen its position in Southeast Asian markets.

Relevance. In the context of the transformation of Russia's economic and financial landscape, as well as the implementation of Strategy 2030, the system of non-state pension provision is facing challenges related to the dominance of federal loan bonds in the portfolios of non-state pension funds. This limits asset diversification and reduces profitability, impeding the achievement of retirement goals, which underscores the relevance of the study.

The purpose of the work is to analyze existing problems in the management of NPFs assets and develop recommendations for the development of the financial market and the creation of new tools that help improve the effectiveness of the NGO system in Russia.

Objectives: to analyze the provisions of the 2030 Strategy; to identify current problems and contradictions in the development of the financial market; to substantiate tools for increasing the effectiveness of NGOs; to determine the conditions for the long-term development of the Russian financial market, taking into account modern challenges.

Methodology. To achieve this goal, we used methods of theoretical analysis, a systematic approach, a review of strategic documents for the development of Russia, an analysis of open data from the Moscow Stock Exchange, the Bank of Russia, and NPF reporting, as well as a comparative analysis of international pension fund management practices.

Results. The study revealed key problems in NPFs' investment strategies, including insufficient asset diversification and dependence on low-yield instruments that do not ensure overcoming ruble inflation in the long term. Measures have been proposed to expand the investment limits of NPFs, including increasing the share of shares and structured products in fund portfolios. The possibilities of creating new financial instruments, such as programs with guaranteed capital protection, structured bonds and mutual funds, as well as ways to improve financial accessibility for retail investors are considered.

Conclusions. Achieving sustainable growth in the profitability of pension savings requires an integrated approach to developing the infrastructure of the Russian financial market, introducing new tools and increasing public involvement in investment processes.

Relevance. Modern scientific activity is characterized by an ever-increasing complexity of research. An analysis of scientific publications in recent years shows that the development of effective and universal approaches to the management of scientific activities in general and its planning in particular is still extremely relevant.

The purpose is to develop a transparent and flexible scientific activity management system that would be accessible to both the institution's management and research and development staff.

Objectives: to analyze literary sources; to develop principles for rationing research work; to develop and implement the "Task Matrix" tool.

Methodology. The type of research is analytical. The main stages of the research included: analysis of literary sources; development of principles for rationing KPIs; development of principles for rationing the workload of researchers; development of the "Task Matrix" tool.

Results. The paper proposes 6 principles of KPI rationing and 5 principles of rationing the workload of researchers. Due to the consideration of the peculiarities of scientific work, the proposed principles have demonstrated their effectiveness. Based on these principles, a tool for managing scientific activities, the Task Matrix, has been developed. The "Task Matrix" allows managers of a scientific institution to manage the achievement of KPIs: monitor interim results and respond promptly to risks. The developed tool provides line managers with the opportunity to influence processes within departments, and employees with the opportunity to gain experience and develop competencies. In addition, another feature of matrix management was the separation of scientific and organizational and administrative activities, which allowed researchers to fully focus on research work.

Conclusions. The developed Task Matrix tool allows creating an open and trusting scientific environment, helps to realistically plan the achievement of KPIs over a three-year horizon, which ultimately ensures a significant improvement in the performance of a scientific institution and public recognition of the results achieved.

Relevance. War on any scale inevitably leads to an increase in the number of veterans. Due to the special military operation (SVO), the task of adapting these people to the changed living conditions is becoming a priority for Russia. Despite the efforts already being made, more needs to be done. It is important that veterans know that if they become disabled, they will not be left without support. Physical education and sports open up new opportunities for personal growth for them. Therefore, the development of recommendations for optimizing sports programs aimed at the rehabilitation and social adaptation of military veterans is relevant both in scientific and practical aspects.

The purpose is to determine the effectiveness of using sports as a tool for the social adaptation of veterans of the military.

Objectives: to review the literature on the social adaptation of combat veterans and the role of sports in rehabilitation processes; to identify key factors contributing to the successful integration of military veterans into civil society; to identify barriers hindering this process.

Methodology: a comprehensive methodological approach was used, based on theories of social identity and social support, which make it possible to explain the functional burden of sports in matters of social rehabilitation of veterans of the military. The analysis of reports of sports organizations, social services and veteran organizations, historical, biographical and statistical methods are involved in the reconstruction and determination of the prospects for the implementation of sports rehabilitation programs for veterans of the SVR. A structured interview (n=20, target sample) allowed us to specify the understanding of the problem.

Results. Sports activities are aimed at meeting the needs of veterans in movement, maintaining health, personal growth, self-realization and improving the quality of life, as well as socialization and integration into society.

Conclusions. Sports and physical exercises can provide significant assistance in the fight against alienation and in the rehabilitation of combat veterans who have been injured. They help strengthen the spirit, help to find new goals in life and successfully adapt to new realities.

Relevance. Cultural policy carries out the tasks of forming the value orientations of young people, which cannot be realized without the involvement of parents. The involvement of the social institution of parenthood is due to the direct influence of their upbringing on the values of youth. Ensuring the sustainable development of society is possible through joint programs and projects of the state and parents, which will create a safe and developing environment for young people.

The purpose is the study examines the peculiarities of value education by modern parents, the applied models of education, and the willingness to participate in solving the tasks of cultural policy in the field of forming the value orientations of young people.

Objectives: to present the tasks of cultural policy on the formation of value orientations of youth; to determine the importance of parenthood in solving the tasks of cultural policy of the state; to search for the features of value education by modern parents and their willingness to participate in the implementation of the tasks of cultural policy of Russia on the formation of value orientations of youth.

Methodology. The research is based on the concept of a social institution, theories of socialization, social skills, generations, and socio-cultural theory. Attention is paid to the provisions of a number of basic general scientific methods, as well as methods of generalization, comparison and analysis. The empirical basis of the study was the results of a sociological survey conducted by the questionnaire method (N=100).

Results. The tasks of cultural policy on the formation of youth value orientations are presented and the importance of involving parents in their solution is outlined. The features of the education of values by modern parents and the degree of their readiness to participate in the implementation of cultural policy tasks are determined.

Conclusions. The need to involve the social institution of parenthood to solve the tasks of cultural policy on the formation of value orientations of young people lies in their willingness to participate in government processes, but lack of opportunities, despite having different models of education of the younger generation.

Relevance. The issue of ensuring child safety in modern society is of priority importance in developing security policy, since today's children in 10-15 years will form the labor, socio-political and demographic basis of our country.

The purpose of the study is to consider a systemic approach to ensuring child safety, as well as to describe the structure of the child safety system, consisting of structural and functional components.

The objective of the study is to consider the child safety system taking into account regional specifics.

Methodology. The study is based on the secondary analysis method, as well as the analysis of statistical data and data from open sources.

Results. One of the most important values in the child safety system is financial, material, information and social resources, the implementation of which by the subjects of the child safety system at various levels, including the regional level, will increase the protection of children from various risks and threats. Financial resources are of dominant importance and depend on the level of resource availability of the region. Depending on the level of income of the regional budget, the region develops and implements regional programs aimed at ensuring the safety of children. The availability of financial resources is directly related to the provision of material resources for the implementation of measures to protect children from risks and threats, as well as information and social resources.

Conclusion. Comprehensive provision of resources for the child safety system will improve the overall level of child safety.

Relevance. The specific interaction between irony and trust is not immediately apparent. In this article, the authors attempt to describe the characteristics of these two concepts and their interpretation within philosophical anthropology. The relationship between these notions opens up a discursive field related to questions concerning the existential-ethical position of the human being, the structure of intersubjective relations, and the constitution of personality within social and cultural contexts. At first glance, irony appears as a form of reflexive distance and critical reflection on the world, seemingly opposed to trust. However, upon closer examination, a dialectical connection emerges, conditioned by the anthropological dimensions of human existence.

The purpose of this study is to analyze the concept of irony within the discourse of philosophical anthropology and to determine its place within the context of trust.

Objectives: To analyze the concept of irony in relation to trust; to formulate connections that presuppose trust in the relationship between the subject and the Other.

Methodology. The primary research methodology utilizes a comparative historical approach based on materials from Russian and international researchers. The following approaches were also used: a systemic approach to studying irony in human activity, and elements of a historicist approach, which allowed us to identify the nature of changes in accordance with the historical conditions of society.

Results. This article examined the concepts of irony and trust in philosophical anthropology through the concepts of parrhesia and the theses of E. Levinas, R. Rorty, M. Heidegger, and others. The analysis revealed that these concepts are not limited to opposing forms of behavior or communication strategies, but represent a complex existential field within which the process of personality development unfolds: irony as a reflexive distance, trust as an act of openness, vulnerability, or ethical choice for establishing genuine interaction with others.

Conclusions. Concepts can be viewed as modes of human existence, and the interaction between subjects indicates an internal duality, a desire to overcome oneself in communication with others. A person appears dynamic, moving between faith and doubt, openness and defense.

Relevance. In the modern world order, the family as the foundation of society is now under threat due to new values that push it into the background. Destructive ideas (the fashion for childlessness, same-sex marriage, etc.) disrupt its functioning and transform the family structure. Meanwhile, the family preserves and transmits values to new generations, and a break in continuity leads to a loss of social unity and an increased value crisis. These processes require philosophical reflection and the search for solutions.

The purpose is to identify the features of social support for the family in Russia as a condition for preserving the national values of Russian society.

Objectives: to reveal the features of the development of family policy in the context of socio-demographic changes; to identify the nature of the impact of socio-demographic development, political and economic changes on family policy; to explore the main directions and measures of modern family policy in Russia and abroad.

Methodology. The research was conducted on the basis of an interdisciplinary synthesis of theoretical positions of philosophy and sociology, using general scientific methods of comparison, analysis and generalization.

Results. A comprehensive analysis of demographic and family policy has been carried out, revealing the main problems and prospects for its development in Russia and abroad. The key disadvantages are identified based on the study of domestic and foreign experience. The generalization of the identified errors emphasized the importance of protecting traditional values that ensure the development of the family institution under the influence of destructive ideas that transform family relations.

Conclusions. One of the most important factors in overcoming the value crisis in Russian society is the preservation of a traditional family with a strong marriage, many children and continuity of generations, since only such a family can preserve values and streamline social relations. This is facilitated by a comprehensive demographic and family policy, including financial support, affordable housing, and expanded social services to boost fertility and strengthen families, as well as policy adaptation to changing social conditions.

Relevance. The article is devoted to the philosophical analysis of fatigue as a modern existential condition. Within the framework of this work, the authors explore the possibility of overcoming this state through narrative reflection, faith, and ultimately through love as the highest value of humanity. Thus, the study shows that it is precisely through the experience of fatigue and despair that it becomes possible to restore genuine connection with the world and with other people.

The purpose of the study is to analyze the phenomenon of fatigue as a modern existential condition and its anthropological mechanisms.

Objectives: to characterize fatigue as an existential experience associated with the loss of meaning and the rupture of connection with the world, and to substantiate the possibility of restoring the wholeness of the “Self” through narrative identity.

Methodology. This work employs existential analysis, an anthropological approach to studying personality as narrative identity, and an interpretive approach to religious philosophy and Christian anthropology.

Results. In this paper, we attempted to reveal fatigue as an existential state associated with total freedom, selfexploitation, and a value vacuum. Contemporary performance-driven culture creates a new form of power – selfexploitation – which leads to chronic exhaustion. Cynicism becomes a protective reaction, leading to inner emigration and the loss of connection with the world. The concept of narrative identity enables individuals to restore the wholeness of their “Self” through reflection and retelling their own story. Based on this, we conclude that love can become a moral and spiritual choice capable of restoring authentic humanity.

Conclusions. Based on the analysis of existing works, we concluded that fatigue is not merely tiredness, but a symptom of the times, indicating a crisis in human identity and meaning-making. When a person finds themselves in a state of objectified existence, recovery is only possible through love understood as a moral and spiritual choice. Thus, through fatigue and despair, one can find a path to authentic life – not away from the world, but through it, in order to once again learn to love it.

The relevance is determined by the search for effective marketing communication tools to solve the problems of small and medium-sized businesses. The issue involves the introduction of innovative solutions. Neuromarketing methods, being innovative, allow to optimize the process of creating communicative messages: to find emotionally significant components of communication; to saturate the information message with meaningful semantic signs; to remove elements that carry cognitive distortions. Designing advertising communications with the given characteristics will make the message informative, emotionally significant and memorable. The study of anthropomorphism as a marketing communication tool is to examine the impact of the phenomenon on customer perception and behavior. Through the impact on different modal channels (auditory, visual, kinesthetic) cognitive reactions of buyers are studied, which gives an idea of the potential of the phenomenon in advertising communications.

The purpose is to classify the elements of anthropomorphism, to identify working/information units and to introduce terminology to designate the studied type.

Objectives: to analyze advertising material, which uses the phenomenon of anthropomorphism; to identify informational units; to classify by types; to describe each presented type; to introduce terminology for designation and subsequent identification.

Methodology. For realization of the research the collection of advertising material was carried out. Subsequent analysis allowed structuring the information and categorizing it into types. With the help of descriptive method the characteristics of anthropomorphism types are highlighted.

Results. The classification and description of anthropomorphism elements in the context of advertising communications was carried out. Types of anthropomorphism are defined, the author's terminology is introduced.

Conclusions. Classification of types of anthropomorphism in marketing communications allows: to identify the type used in the creation of advertising communication; to isolate the elements of anthropomorphism from the communication message and conduct a comparative analysis for effectiveness; to choose relevant methods of neuromarketing design; to visualize possible variants of advertising communications; to develop methodological recommendations for companies that develop advertising creatives independently.

Relevance. The macroeconomic policy of the state plays a key role in regulating the economy, ensuring stability and creating conditions for sustainable growth. In modern conditions of globalization and instability, state adaptation mechanisms are becoming especially important. This article examines the main theoretical aspects of the macroeconomic policy of the state, including classical, Keynesian and Monetarist theories, analyzing the key tools, goals and challenges faced by modern states.

The purpose is to consider the theoretical foundations of macroeconomic policy, analyze its impact on the economic development of the country, as well as to study modern challenges and methods of overcoming them.

The objectives of the research are related to the analysis of the use of macroeconomic approaches in public production, the definition of the role of state macroeconomic policy in modern economic theory, including in times of crisis, the presentation of comparative characteristics of theoretical approaches to macroeconomic policy, as well as the justification of the practice of applying macroeconomic theory in the economies of various states.

Methodology. The use of methods and sources allows us to formulate hypotheses and concepts based on a theoretical understanding of the data, comprehensively assess the dynamics of key macroeconomic indicators, and identify sustainable patterns of the Russian economy in a changing global economic environment.

The results. The literature review examines the works of Adam Smith, John Maynard Keynes, Milton Friedman, and modern Nobel Prize laureates. Special attention is paid to the impact of macroeconomic policy on the Russian economy in the context of global challenges.

Conclusions. The results of the conducted research allow us to state that in real practice, the state rarely follows one macroeconomic theory, which allows it to combine them depending on economic challenges. When regulating the macroeconomic crisis, the state faces an objective need to develop fundamentally new monetary policy instruments that are adequate to external challenges and threats.

Relevance. The relevance of human resource potential research as a key tool for smoothing regional imbalances in the national economy is due to the increasing need to ensure balanced socio-economic development of territories. The deepening of inter-regional differences in the standard of living of the population, access to quality education and employment opportunities creates significant obstacles to the sustainable growth of the national economy as a whole. In this regard, the study of the role of human resources in smoothing regional imbalances and the development of strategies for its development and effective allocation are an important condition for ensuring sustainable and competitive development of the national economy.

The purpose of this study was human resource potential as a tool for smoothing regional imbalances in the national economy.

Objectives: involve studying the mechanisms of the influence of human resources on the socio-economic development of regions, as well as checking the availability of statistical links between the number of vacancies in the regional labor market and the number of graduates in the region under study.

Methodology. In this study, such methods as data systematization, quantitative statistical, analysis and synthesis, theoretical generalization, as well as data visualization methods were used.

Results. The main aspects of regional imbalances are highlighted, where one of the main ones is the inefficient allocation of human resources. The correlation and regression analysis revealed the presence of statistical relationships between the number of vacancies in the regional labor market and the number of graduates in the region under study.

Conclusions. Based on the conducted research, including the quantitative statistical method, the study established the presence and closeness of statistical relationships between the number of vacancies in the regional labor market and the number of graduates in the region under study. The conclusion that human resources is a tool for smoothing regional disparities is substantiated.

Relevance. The Russian Federation has a vast territory, a rich history and complex regional features. The border regions, which are located along the long border of the entire territory of the country, play an important role in the country's economy. Statistical analysis of the contribution of these regions to the Russian economy is becoming particularly relevant in modern conditions.

The purpose is to carry out a statistical analysis of the contribution of the border regions of the Russian Federation to the economic development of the country.

Objectives: to analyze the main statistical indicators reflecting the contribution of the border regions of the Russian Federation to the economic development of the country, such as: gross regional product, exports and imports of basic types of services of the border regions within each federal district of the Russian Federation; to draw conclusions; to identify areas for further research.

Methodology. The research methodology is based on an analysis of official statistics published in the public domain.

Results. The main statistical indicators reflecting the contribution of the border regions of the Russian Federation to the economic development of the country were analyzed. Our statistical analysis does not fully reflect the contribution of the border regions to the development of the country's economy. In this regard, it is necessary to refine and improve the tools for assessing the contribution of the border regions of the Russian Federation to the country's economy in order to achieve the objectives of this study.

Conclusions. The analysis of the main statistical indicators reflecting the contribution of the border regions of the Russian Federation to the economic development of the country proved the need to actualize the development of new methods and approaches that make it possible to comprehensively and objectively assess the impact of these regions on the country's economy, taking into account the specifics of their development, and to develop recommendations to increase their contribution.