Introduction. The relevance of the research related to the need to transition to an innovative strategy for the development of the southern Russian region is substantiated, and the task is set to determine the possibility of innovative development of the regional space of the South of Russia from the standpoint of the formed request for changes in the mass consciousness of the regional society. Methods. The empirical base of the study includes a number of sources of representative nature of the All-Russian and regional scale of the Federal Research Center of the Russian Academy of Sciences, the Law Faculty of the Russian Academy of Sciences, individual research teams and scientists in the field of studying regional processes occurring in the South of Russia, as well as the results of the author's expert survey (Republic of Crimea, N=43), which was attended by representatives of regional and local authorities; scientific and educational institutions; public organizations and NGOs; business community, entrepreneurship; religious organizations and the media. Results and their discussion. In the South of Russia, as in Russia as a whole, a request for change has been formed, which, on the one hand, taking into account the acute social problems facing the country, can be recognized as a request for innovation, however, the vector of the innovative request of the regional society, as well as the entire Russian people, is not focused on cardinal changes, but it is associated with a focus on stability and order. The basis of the latter is social justice, however, its provision in society is associated with strong power, i.e. the regional community does not yet see itself as a subject of innovative transformations. The demand for changes formed on the part of society is not combined with the state interests and goals of innovative development of regions, as well as socio-cultural and institutional resources and conditions for their implementation. In these conditions, the innovative development of the regional space of the South of Russia is fragmented, point-based and not focused on the entire South Russian region.