The present day situation in the Russian society, the trends of its development and potential for the future are described best of all proceeding from poverty hypothesis. Poverty of demands and expectations, needs and choice patterns seems to be a basic feature of the Russian society, not evident enough but very important. The present economical development of Russia accounts for the fact that in spite of the increase of the level of the country population material well-being in the 2000-s up to the crisis the transition to higher consumption standards necessary for realization of liberal model of meeting families personal needs at their own expense is being blocked. Typical beliefs of the Russian population about «normal» life, their consumer plans don’t exceed the limits of current family needs. For all reasons - mythologized idea of the past experience, current limitation of families’ financial resources, insufficient legitimacy of wealth in the opinions of the majority of population, and maintaining the poor culture of consumption - development of a pattern different from the state one and mainly free system of population social welfare is doomed for considerable difficulties of spreading and legitimizing new rules.