Аннотация:The paper deals with the peculiarities of the transformation of ideas and social attitudes of the residents of the post-Soviet countries concerning close relationships. We examine the impact of the current great challenges on changing perceptions of various aspects of such relationships. The research is based on the results of waves 3 and 6 of the international longitudinal study World Values Survey. Also, we conclude that traditional value orientations in post-Soviet countries are widely used as an adaptation strategy of the government and society in response to major challenges. At the same time, the paper draws a conclusion about the ambivalence and asymmetry of transformations in close relationships. We identified four models of such relationships in the post-Soviet countries. The first and second models are conservative; they are based on religious or Soviet discourse. The third model is a phenomenon of modern and postmodern society with a wide range of everyday experiments on the body, gender, and social relationships. The fourth is a fluid intimate relationship without a clear structure. We believe that public policy plays a particular role in the transformation of close relationships. This policy does not consider the peculiarities of various forms of relationships; it is pronatalist in nature and primarily aims to increase the birth rate. These features undoubtedly reduce the potential of the policy as a mechanism for the adaptation of the country to the demographic transition.