INCLUSIVE ENTREPRENEURSHIP AS A TOOL FOR RESTORING TRUST IN SOCIETY

Abstract

The relevance of the topic is due to the deep crisis of trust in modern society and the need to find new ethical business models for social recovery. The purpose of the study is to substantiate the role of inclusive entrepreneurship as a strategic tool for restoring public trust and analyse the impact of ethical principles on the economic sustainability of organizations. The work systematizes the conceptual and categorical apparatus of inclusive entrepreneurship and identifies its main differences from traditional and social models. The category of “trust” is analysed as a specific economic resource that determines business sustainability through minimizing transaction costs, consolidating reputational capital and ensuring institutional stability (resilience). The correlation between ethical business behavior and the pace of its development is proven. Special attention is paid to identifying systemic barriers faced by vulnerable segments of the population (veterans, IDPs, people with disabilities, and others) and determining mechanisms for their reintegration into the professional environment. The main ethical traps of the inclusive process are characterized and ways to avoid them are suggested to preserve reputational stability. The risks of imitation of inclusion and their destructive impact on the reputational capital of companies are identified. Strategic recommendations are formulated for the implementation of the principles of radical honesty and participation. The vision of inclusive entrepreneurship as the foundation of social cohesion and institutional resilience in the context of post-war reconstruction of Ukraine is substantiated. The practical significance of the work is determined by the possibility of implementing ethical standards in the development strategy of enterprises. The scientific novelty of the study lies in the interpretation of inclusive entrepreneurship not as a form of charity, but as a tool for building a new social agreement based on trust.