The purpose of the study is to determine the paradigm of modern urban activity development justifying the dominant influence of social and environmental factors on the modern model of urbanized areas. The methods of systemic, logical and comparative analysis are applied, as well as the results of the public opinion survey on the comfort of the urban environment, the findings of the authors' own research on identifying preferences and needs of the population in environmental construction products with an emphasis on the quality of the urban environment. The role and the content of social and ecological aspects of human vital activity environment that determines the priorities of modern development of urban development in the regions of Russia is shown. The indicators of housing construction are analyzed, the role of large-panel housing construction in solving strategic problems of housing provision based on the environment comfort is considered. The obtained results can be used to develop methods and tools for regulating construction activities.