Initially, creativity was considered as a function of the intellect, and the level of development of the intellect was identified with the level of creativity. However, the level of intelligence is correlated with creativity to a certain limit, and too much intelligence prevents creativity. Currently, creativity is regarded as a function of an integral personality that cannot be reduced to the intellect, depending on the whole complex of its psychological characteristics. Accordingly, the central direction in the study of creativity is the identification of personal qualities that are associated with it. Innovation is a part of the creative economy, which directly affects the country's position in the global market and increases the investment attractiveness of the regions. The main factors for effective growth and development of an innovative and creative economy are human capital, domestic demand, innovation, investment, and technological, organizational and institutional modernization, constructive (creative) activities of all market entities.