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The study is aimed at analyzing the motives and incentives that determine the creative labor activity of the population. In this work, using data from regional sociological monitoring of the qualitative characteristics of the inhabitants of the Vologda oblast, the results of a study of motives and incentives in the context of socio-demographic groups of the population, in the context of population groups that manifest/do not manifest themselves in creative terms, will be presented. Those working in creative professions are distinguished from the rest of the population by a greater propensity for professional growth and professional self-realization, an interest in using a creative approach to work, as well as a manifestation of interest in it. In this regard, they are more often aimed at the development of new knowledge, professional development, the use of new technologies, new values and patterns of behavior. [ABSTRACT FROM AUTHOR]