The article considered the economic behavior of the Russian youth in the conditions of the formation of consumer society. The Russian youth unlike representatives of the senior generation, has been more adapted to new realities of market economy and has been capable to overcome the constant components of economic realities (connected with mentality). In the economic sphere, using the example of economic practices and strategies, the line of a break between young and senior generations of Russians has been most accurately traced. The authors considered the changes in the economic behavior of youth in Russia within the context of the assimilation of values of consumer society. Based on the results of the work carried out it is possible to say that the characteristic features of the economic behavior of youth would continue to remain within Russia, that is a largely scarce model of consumer society. In line with the emerging trend, the majority of the segments of the population tries to be economical and reduce their daily expenditures, values of the consumer society, in the short term, would play a key role in the formation of positive identities of youth, as have undoubted economic attractiveness for the majority of the country's population.
