Relevance. Despite the existing set of measures, the birth rate in Russia remains significantly below the level of simple reproduction. The current model of state family policy focuses on material incentives, which is a necessary but insufficient condition for addressing demographic issues. The purpose of this article is to describe and analyze the implementation of state family policy at the regional level in relation to the value orientations of young people, their family and reproductive attitudes. The scientific problem lies in the discrepancy between the current material-oriented model of state family policy in the Russian Federation and the value diversity of modern youth. Methods. An analysis of regulatory, as well as a sociological survey among young people, were used. Scientific results. The analysis demonstrated that the model of family and demographic policy in Russia focuses primarily on material incentives to support the birth rate among young people. At the same time, a significant relationship between reproductive attitudes and the value orientations of young people was revealed. Only about a third (34.8%) of young people are oriented toward traditional family values, while the majority (about two-thirds) prioritize freedom, independence, creativity, and self-realization. Conclusions. Young people are a heterogeneous social group with varying motivations and responses to external stimuli. Understanding the value and motivational attitudes of different categories of youth (based on their focus on starting a family, the number of children they want, etc.) allows us to more effectively adapt social mechanisms and public policy strategies, fostering sustainable reproductive attitudes and support for family values among the younger generation.