In the 1990s, Zinoviev turned to the study of Western society – "Westernism" and the modern tendencies of the social evolution of mankind. A systematic exposition of sociological theory is presented in the monographs "Towards a Super-Society" and “Logical Sociology”. In the controversy with the Marxist and post-industrial approaches, Zinoviev, proceeding from the principle of anti-historicism, did not consider human associations in terms of their progressiveness – the level of development of science, technology, economics, etc., but depending on the type of social organization and their adequacy to the "human material". Human material is a combination of the character traits of a people, unevenly distributed among its individual representatives; type of social organization and specific human material are closely related.