The authors examine innovative activities within the context of the initial stage of forming an innovative space or innovative infrastructure from the perspective of in-depth sociological analysis of various features of progressive society development and the socio-economic system. The authors focus on creativity, which subsequently transforms into innovative activity. The research presents a combination of collaboration to support creative and innovative activities, which will facilitate the progressive development and stimulation of creativity for its transformation into innovative activity and organize an effective mechanism for implementing creativity in society. The research presents a series of sociological studies. Within the framework of the first study, the authors revealed preferences for reading interests among men and women. The result of the study is the importance and value of books and reading for the residents of Russia. According to the second sociological study conducted among residents of Togliatti, the authors found that respondents do not attach great importance to reading. Nevertheless, they prefer paper media. The third sociological study focused on determining the use of information and communication tools by teachers of different generations. The study showed that the Internet has pros and cons, which students receiving higher education need to be aware of. [For the complete volume, "University 4.0 and Educational Technology for Sustainable Development: Best Practices and Perspectives in Russia and Central Asia. Education in the Asia-Pacific Region: Issues, Concerns and Prospects. Volume 75," see ED675741.]