Keyword: «utopianism»

The relevance of the topic is determined by the increasing interest in the trends of human-oriented «creative economy» and «value-based management». The aim of the research is to critically analyze and identify internal contradictions in the specified paradigms. Studying the characteristics of human capital, everyday attitudes of BANI-world inhabitants and specifics of their interactions, the author provides evidence of utopianism of the «Society 5.0» doctrine and palliative nature of digital innovation and commercial creativity. In the author's opinion, the creative economy has a significant potential for expansion, but not for development due to the limited tasks and extensive methods.