The paper presents a theoretical analysis of crisis and transformational processes in the development of the family, which caused the formation of new forms of it with changed value relations to matrimony, parenthood and kinship. Two interrelated trends are shown, one of which is the liberalization of marital relations, which complicate the transmission of family values to children due to the fragility and high probability of their disintegration; the competition of parenting values with the desire for self-realization and the desire for professional achievements; the erosion of kinship values in nuclear families. The second trend captures the preservation of family values for modern youth, which is confirmed by empirical research. The statement is substantiated that the family, as the main translator of family values, “competes” with other agents of socialization — the media and social networks.