Abstract: The urgency of this problem is conditioned by the need for further development of theoretical and methodological foundations of normative regulation relationship study with economic behavior that responds to this trend of modern economic theory and social sciences, as the steady expansion of non-economic study range within organizational and economic sphere. The particular significance of economic, social and cultural aspect correlation problem taken in historical temporality acquires in connection with the analysis of sustainable development idea implementation in the countries and regions in the former Soviet Union where the issues of new ethnic and cultural identity and the society consolidation are directly related to the objectives of economic growth and innovation. The study aims to develop a problem-methodological model that is relevant for the understanding of social component innovation potential formation issue as the resource for sustainable development and its application in the “case study” mode to consider the experience of Tatarstan, the Russian Federation political and confessional region. On the basis of a critical approach in conjunction with the general scientific methods of “historical-logical” and its invariant “perfect-real” a multilevel discursive formation was formed. It’s foundations were constituted by the views of institutionalism (neo-institutionalism) which are characterized by the idea of economic and socio-cultural analysis synthesis. Neo-institutional organism in the version of institutional and sociological trend of economic thought on the subject-content level is implemented by the structural and operational procedures in conjunction with the standard (quality) rating system as a special method of economic science. In this regard, a new concept of “social innovation potentia” is introduced which has heuristic value for the interpretation of non-formalizable dependencies of social and economic phenomena. The generated conceptual and methodological tools were used for the understanding of Tatarstan socio-economic development marked by ethnic and religious conflictogenity and the “shared memory” of Russian and Tatar ethnic groups. The content of the memeory and reconciliation politics in the Volga Republic aimed at the construction of a “collective past” for the cohesion of society (institutional commemoration, scientific support of the memory politics, etc.) was determined. An economic underlying cause of memory politics was revealed. The researchers conclude on a sustainable positive impact of social innovative Tatarstan potential development concerning the functioning of the economic complex as a dominant regional sustainable development. The study materials may be used in the studies of social, cultural and economic process interaction in the course of economic and social science teaching as well as in the formulation of administrative decisions in the field of socio-economic development and planning.