Motives and conditions for population's creative labor activity

At the present stage of society development the importance of creative labor is steadily increasing. The share of innovative products in Russia today is 12% (according to experts, at least 30% is required). The main problems in the sphere of innovation are: low productivity, inefficient mechanisms of innovation commercialization, low population’s creative activity, etc. The article analyzes the population’s creative activity, which is considered from the perspective of the population prone to creative activities, and the intensity of this activity. The study implements an integrated approach to understanding creative labor activity. The emphasis is put on the methods of transforming creative impacts, their intensity, the motives behind population’s creative labor activity. Based on monitoring data of the quality of population’s labor potential in the Vologda Oblast conducted by the Federal State Budgetary Institution of Science “Vologda Research Center of the Russian Academy of Sciences” in 2009 and 2017, the authors distinguish the “polar group” of the population (prone/not prone to creative activity, as well as frequently submitting/not submitting improvement suggestions). The analysis of these groups is conducted, taking into account the parameters of their perception of labor, their moral characteristics, as well as the prevalence of situations associated with the manifestation of individual moral qualities (compliance with the law, decency, respect for parents, elder people, etc.). It is demonstrated that in the structure of population’s motives, material motives prevail (90% of the population perceive labor from the perspective of earning money), non-material motives (success in life, self-realization at work, moral satisfaction from it, etc.) are common in 70-80% of cases. The analysis of moral qualities of the selected population groups is carried out. It is shown that humanistic (respect for parents, elder people and relatives, etc.) moral values and those associated with the implementation of moral regulation are ranked top in the list of population’s moral qualities, while the qualities determining benefits for other people are ranked lowest.