Abstract: The study presents the results of empirical research of the individual values of the youth of the North Caucasus according to the Schwarz method. It is shown that in their hierarchical system socially-oriented, collectivist values dominate such as benevolence, universalism, tradition. Less significant are individualistic values, among which the rejected values are achievement and power. At the same time, the importance of collectivist values in traditional society increases as a person grows older and acquires social experience reflecting the socio-cultural pressure. However, there are differences between the ethnically homogeneous and multi-ethnic communities. In a mono-ethnic traditional society the socio-cultural pressure is more evident and the importance of socially oriented values is greater as compared to a multi-ethnic society in which there exists a variability of social behavior and the values of self-transcendence and openness for change are more significant.