This article analyzes the fundamental conditions for solving problems of individual and social integrity. Status of cultural and spiritual crisis modern society and human potential deformation actualize the need to find the underlying factors solutions existential problems. In this context, the focus analysis research is transferred to one of the fundamental spiritual phenomena involved in solving these problems - creativity, creative work. To reveal the productive potential of the phenomenon, the author examines the conditions and mechanisms of creativity, and the main threat to its realization of personality. Such a threat is a modern system of total consumption, which was the culmination of the modern society development.