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The article raises the question of how the mutual influence of shifts in the structure of the economy and changes in the content of human activity in production occurs. This problem is only partially addressed in the available sociological, economic and philosophical studies. The content of labor and the structure of the economy are most often considered in isolation, and their mutual influence is studied only from the point of view of investments in “human capital” necessary for the functioning and development of modern technologies in production. However, the technological shifts taking place in recent decades have led to a significant expansion of the range of human activities, which necessarily have creative functions. This dependence was distorted in the concept of the “creative class”, since it included employed people involved in activities that have an ambiguous and sometimes opposite impact on the evolution of the structure of the economy. A significant part of the creative potential is used to extract profit by producing simulated goods, manipulating the market and consumer preferences. Particular attention is paid to the situation in Russia, where the presence of significant human potential is accompanied by its gradual degradation, and shifts in the economic structure determine the low level of demand for this potential. This situation is in contrast with the period of the 20s – 30s. The twentieth century, when the USSR implemented a strategy of technological modernization, based, among other things, on the program of training qualified personnel and the development of scientific research. The transition to the widespread use of creative functions in labor activity will require both a progressive change in the technological structure of the economy and a change in the criteria of production activity by moving away from economic rationality in favor of the criteria of reason and culture. Such a transition will require a corresponding change in public relations in favor of relations of cooperation and solidarity and deep shifts in the institutional structure.

The evolution of the content of human activity and the change in the structure of the economy