Based on the materials of a sociological study conducted in March - October 2021, the main reasons for changes in reproductive attitudes in urban families are considered, models of reproductive behavior are analyzed: "deferred parenthood", "responsible parenthood", Childfree, which are shared by the majority of modern youth. The source of empirical data was an online survey of students. The sample consisted of 2,439 students. In addition, a telephone survey was conducted, which was attended by 600 representatives of urban families of different ages in Yekaterinburg. The reproductive attitudes of young citizens have been revealed, which conflict with the traditional ideas of older generations about the preferred age of marriage and the birth of the first child. Our research suggests that the reproductive attitudes and behavior of young people are transformed from a value-rational model to a goal-oriented one. Purposeful reproductive behavior is a phenomenon of modern life strategies of young people. Such behavior presupposes the freedom of individual reproductive choice: a conscious decision to have children or refuse to procreate. At the same time, the younger generation does not reject the scenarios of matrimonial behavior and the birth of children of older generations, supports "pro-family" values. The authors believe that it makes sense to study this value conflict and take it into account as a "subtle tuning tool" in shaping the policy of stimulating fertility.