Introduction. Science in modern reality is closely intertwined with the cultural attitudes of the consumer society, and this connection is becoming stronger every year. The market economy, which underlies the culture of modern society, is a fairly flexible system, balancing like a tightrope walker between dynamically changing demand and consumption. Theoretical analysis. In order not to end up on the periphery of the economic system, scientific knowledge needs to show the same properties that a market economy does and, above all, flexibility. Science, becoming a branch of production, before producing must evaluate the results and think over the mechanisms for marketing the “product”, i.e. acquired knowledge or innovative technologies. Conclusion. Thus, scientists, choosing the topics for their scientific research, must clearly understand that there will be a consumer ready to “buy” the proposed research product. At the same time, it is important not to forget about the “product packaging”. It is necessary to present your research in such a way that the target audience does not doubt the need for its acquisition. Financing is received by those projects that were able to interest the commission and offer a competitive product. The values of the consumer society inevitably act as markers of the productivity of scientific research.