Request for creative management

The article is devoted to the study of the characteristics of management inherent in and implemented by modern Russian society, as well as the justification for the need to transform them. The primary reason for the decline in the potential of the social system is consumer behavior and the low level of subjectivity among the parties to social interaction. The purpose of the study is to substantiate the need for creative management in contemporary society. The theoretical and methodological basis includes the works of the founders of sociology, social management and organization theory, transformational leadership, self-organizing society, and professional management. The research methods include theoretical analysis of social management concepts and secondary analysis of sociological research data related to the stated topic. The main results of the study are: justification of the need to expand creative activity practices at all levels of the social system; identification of the impact of social solidarity and cohesion on the state of social organization; and a description of the options for developing and realizing creative potential. The scientific novelty lies in the assertion that integrating theoretical knowledge about the functioning of social communities and the principles of social management typical of professional administration with practices that demonstrate constructive cooperation contributes to enhancing creative potential and supporting the successful development of Russian society.