Youth expectations model and identity markers as a factor to ensure sustainable development of the territory

Introduction. Over the past decades the Perm region has been demonstrating a decrease in population almost every year. Studies into the needs and attitudes of Perm youth aged 18-35 show that one of the reasons for the young people migration is the limited understanding within this age group of self-realization and the possibilities of social lifts in the region. Aims. To outline effective directions of socio-cultural design in the implementation of youth policy in order to ensure the development of the territory in the context of socio-economic and socio-cultural expectations of the young people. Methods. Humanity and technical students survey at the universities of Perm; survey of working youth engaged in the industrial and non-productive sectors of the economy of the Perm Region; review of secondary sociological research on the subject under consideration, analysis of state strategic guidelines regulating youth policy. Results. Based on the study, we constructed a model of expectations (needs) of young people in the region, a structural model of the regional youth identity system, regional identity markers typical for various youth groups, as well as a matrix of socio-cultural design directions for the regional youth policy. Conclusion. The importance of the socio-cultural factor as a way of retaining young people in the region and its cities, encouraging them to participate in the development of the region and informing the young population about their opportunities for self-realization in a particular place where they live - these are updated in the context of the region’s financial resources shortage that can “fund” the influx of youth .The choice of socio-cultural design directions as a youth policy strategy is a rather complicated process and should be based on the diagnosis and identification of the most relevant and typical problems for the region, expectations (needs) of the youth audience, the structure of regional identity and specified markers of youth identity. In a theoretical aspect, the matrix of socio-cultural design includes at least two lines directly related to meeting the needs of a youth audience in both intangible and tangible products. Substantive and semantic content of the socio-cultural design strategy is determined by the youth current needs which being, timely diagnosed and accounted for help to build a sense of value and prestige of living in a particular territory.