The recent decades have witnessed the increased society’s attention to values based on welfare state and the economics of happiness, and this however becomes worrying. The term of “value” has started to be employed inarticulately and irresponsibly in public and even creative discourses. Thus, the question arises whether we face the process of devaluation of values? The paper reflects on contemporary tendencies of research in axiology and maintains that the increased focus on values appears not due to the lack of satisfying material needs but because of the unconscious creative need to transcend into the depth, that is because of ontological longing for something absolutely genuine.
- creativity, economics of happiness, scarcity, spirituality, values, virtues