[IMPLICATIONS OF THE FIRST WAVE OF COVID-19 FOR SMALL BUSINESSES: SOCIOLOGICAL ASSESSMENT].

Statement of the research problem. In the context of the coronavirus pandemic, small businesses have been exposed to serious risks, since their viability primarily depends on the consumer demand of the population, which in turn has declined sharply in these force majeure circumstances. Small businesses are either waiting for the lifting of restrictive measures, or they are counting on state support, or they are looking for other ways out of the current situation in order to preserve jobs, the level of income of employees, remain on the market and ensure the supply of vital goods and services to the population. Economic and social stability in the region and in the country as a whole largely depends on the ability of small businesses to assume these obligations. Description of the data or materials used. The study was conducted using the method of semi-formal interviews with owners of enterprises with a staff of up to one hundred people (small businesses). The experts surveyed included 17 small business entrepreneurs from seven Russian regions (Moscow, Saint Petersburg, Omsk region (Omsk), Krasnodar territory (Anapa), Volgograd region (Cherepovets), Arkhangelsk region (Arkhangelsk), Kemerovo region (Jurga)) and by population (cities with millions of people, large and medium-sized cities). The surveyed entrepreneurs represented both industrial production and service companies. The interview was conducted using remote means of communication using a specially developed guide. The results of the study showed that the conditions of the pandemic forced small businesses to change the usual format of work, transform traditional business processes, and switch to remote customer service. Despite the current problems, small businesses are looking to the future with a restrained degree of optimism. The crisis outlined the weakest points of their business to the leaders of small firms, allowed them to abandon inefficient business processes. Those enterprises that could not do this are forced to leave the market. In the post-crisis period, small businesses expect the government to change fiscal and regulatory policies aimed at reducing the financial burden on business and reducing control and audit measures. Despite the current problems, small businesses are looking to the future with a restrained degree of optimism. The crisis revealed the weaknesses of the business and showed possible prospects for development.

[The social factors increasing healthy life longevity (according sociological surveys materials)].

The article discusses the main social factors that can positively effect on increasing the longevity of healthy life in the elderly. The main principles are based on the results of applied studies carried out by the authors in Moscow, Kursk, Velikiy Novgorod and Simferopol in 2019-2020. The respondents were both the elderly themselves and the specialists providing them social services support. The emphasis is made on the factors of healthy lifestyle of the elderly and first of all on feasible physical activity and productive creative activity. The considerable attention was paid to internal resources of the elderly person (general condition of physical and mental health and ability to maintain it, capacity for self-care and physical activity, positive frame of mind, personal persuasion in the need to properly use the opportunities available to elderly people). The following external factors are distinguish - constructive relationship with closest relatives, development of infrastructure for leisure activities, physical exercises and sport activities, accessibility for the retired of health care institutions. Among the means of maintaining active and healthy longevity of the elderly are marked informing about possibilities of using their potentials, appropriate consultations, provision of technical means of rehabilitation, involvement into constructive activities, giving positive examples and persuasion. The importance of individual approach to each retired is emphasized, taking into account their physical capabilities, health status and chronic diseases. The types of "activities" are marked useful for physical and spiritual health of elderly person, available to them at home that is especially actual in conditions of self-isolation due to prevention of coronavirus infection.