The relevance of the study stems from the role of higher education institutions in shaping the national values among students of pedagogical specialities (educators, future teachers, social workers). The purpose of this study is to investigate the transformation of value orientations of Ukrainian students in the process of developing a democratic society. The study compared data from two age groups (55-60 years old; 18-28 years old). The study used a conversation that involved closed and open-ended questions. The results of the survey were analysed using the cross-sectional method, and directions for further work with the data were drawn up. The anamnesis of the responses is presented in the tables. The empirical study identified the main value orientations among students of pedagogical higher education institutions of the past and present time; investigated the hierarchy of youth values of the 80s, 90s and 2021; compared the transformation processes and formulated the main reasons for their changes in the Soviet period and in the period of independent Ukraine; determined the "brand" phenomenon of modern youth of pedagogical specialties, analysed the way self-development and self-realisation becomes a paramount value of personal orientations among young students. The materials of the study are of practical significance for the process of forming value orientations in higher education institutions. It is necessary to shape system of values among students (future teachers) as they will transmit this knowledge to the younger generation in educational institutions of different levels.