Abstract: The development of Kazakhstani society is presently at the stage where the life values held by the population are witnessing a transformation. Due to socio-economic difficulties, the importance of prestige and wealth is increasingly emphasized in the social value system. Against this background, the state has assumed the task of promoting a system of value orientation that reinforces national priorities: independence, social harmony and patriotism. In this study, an analytical review of the literature revealed that the value orientation of individual ethnic and social groups is a vital strategic objective as ideological orientations play a large role in the development of the ethnic identity of a nation. According to Yadov, values are system elements reflecting different levels in the structure of the social behavior of the individual. Within the system of reference points is a constant process of interaction and alignment of values. We consider it timely to recall in this context, the expression “Happiness is when a person is happy to go to work in the morning and happy to return in the evening.”