CREATIVITY OF THE POPULATION AS A KEY TO REGIONAL SUSTAINABILITY AND ENTREPRENEURSHIP DEVELOPMENT

Every capable, creative person must be able to create and prove his ideas in every region of Latvia. Development of creativity of the population will increase human capital, which determines the quality of life of the country's population in general, but mainly in the regions. Promoting the development of human capital requires cooperation between the population and educational institutions, the implementation of which presupposes the digitalization of information exchange, the introduction of information platforms, the sharing of knowledge and the recognition of ideas. By developing the creativity of the population, it is possible to promote the advantages of each region, which in Zemgale would be associated mainly with the development of bioeconomy and eco-products and services. One of the tools to promote creativity would be the creation of regional university business incubators, which would encourage the involvement of creative people in the creation of eco-products and services.