This article presents an expression of the authors' opinion about one of the key issues in development of the digital economy space that shows a requirement of new-quality human capital, i.e. basic principles and values of a higher order as compared with other production factors. This article gives justification of an ontological link between the categories "human capital", "values", "digital economy". The importance of a humanitarian approach to the analysis of the formation and sources of self-development of the digital economy, considered as a potential factor in the growth of the national economy and improving the quality of life. The article gives an overview of the reasons for changing values accounted for society development and formation of a gap between generations' values among different age groups that have had a certain impact on motives of the labor market participants. The results of the opinion poll of students, young and mature specialists are presented herein to show the tendency with which the personal priorities in terms of work values change. It was revealed that students tend to be more motivated to accumulate the human assets and to realize importance of vocational education, to acquire more positive attitude towards such principle as 'learning all life' deemed to be an impact on being a sought-after specialist and "getting a decent job" as far as the youth obtains better idea of the digital revolution that is particularly important given the forecast of growing tension in the labor market.
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