The article is devoted to the study of current issues of popularization of science and involvement of young people in scientific research activities in Russian higher education institutions. The purpose of the work is to identify the key methods that contribute to the effective involvement of students in scientific activities and popularization of science, and to propose innovative approaches to their implementation in the context of modern educational and technological trends. The main tasks are the study of issues popularization of science among students, identifying problems of students’ awareness about the opportunities and prospects of a scientific career, estimation of integration of scientific research and the educational process. The analysis of empirical data revealed the urgent need to introduce not only interactive and digital formats for popularization of science, but also innovative offline formats of events, as well as expansion of program to support young scientists, strengthen the interdisciplinary approach to education and development of a mentoring system in the scientific sphere. The study emphasizes the critical importance of creating a holistic ecosystem in universities that stimulates scientific creativity, innovative thinking and scientific skills. Recommendations are proposed to improve interaction between the academic community, business and government structures. A conclusion is made about the strategic importance of developing the scientific research potential of young people not only to increase competitiveness of Russian science in the international arena, but also to ensure long-term innovative development of the country as a whole.