Abstract: the Article is devoted to the topical problem of the negative trends of the younger generation, which are already evident in its socio-cultural form, the acute problem of lack of an acceptable programme of educational influence. The article presents an analysis of the positive assessments of youth to the environment, the problem of creating a culture for the young, youth-oriented consumer that the direction of working with young people contributed to the development of multilateralism in the quality of the young generation.

Keywords: culture for young, mass leisure, social and cultural communication, negative trends, cultural needs and shape, the quality of the young generation.