The paper is focused on the problems of identity in the context of multiculturalism and globalization. It is argued that exactly these two processes, combined with anomie have brought into existence both the problem of identity and interest in its discussion. Split of identity, its fragmentation in the context of social change brings about its crisis together with different interpretations on the ways of overcoming it. Attention is paid to the fact that identity has started to be studied extensively relatively recently, and that experience of analyzing identity in sociology cannot be called enormous. The paper discusses state policy in the area of culture and identity, arguing that politics of development of Russian society should be the basis of new identity.