Abstract. The article presents the results of theoretical and empirical analysis of the modern urban socio-cultural environment, its objective (urban space) and subjective (everyday reality, manifested in the form of standards, images, values and preferences) components. Particular attention is paid to socio-cultural changes in the leisure sphere, the diversity and differentiation of forms and types of leisure, leisure practices and leisure behavior in the urban environment, depending on the socio-cultural status of the city. Based on the analysis of the results of sociological and marketing research, the typologies of the lifestyle of a modern urban dweller in the sphere of consumption and leisure are given, the point of view is expressed that differentiation by life styles (so-called "style individualization") in Russian society has the character of "prestigious behavior", positioning of social and life success, which in turn it is connected with the level of material well-being and is an additional criterion of social inequality.