The author supplemented the concept of ethnocultural development of Ukrainian society in the context of the policy of revenge of the Russian Federation, taking into account the change in socio-political conditions after the escalation of the Russian-Ukrainian war on February 24, 2022. The research is based on the theory and methodology of Ukrainian studies as a system of Ukraine sciences. To identify and summarize changes in the ethnocultural sphere of society, the author tracked media reports, took into account certain assessments of experts. Changes in ethnocultural development are considered in different territories of the country. The Russian-Ukrainian war started by Moscow in February 2014 was the determining factor that polarized the ethnocultural development of Ukrainian society in its various parts. And the escalation of the war in February 2022 led to the strengthening and acceleration of existing development trends. The implementation of the genocide of the Ukrainian nation has now become undisguised, this intention is reflected in the statements of Russian politicians, and actions and their consequences fall into the object of video cameras. On the territory of the country additionally captured by the russists the «Russian world» comes: restrictions on rights, various types of violence, looting and appropriation of other people’s property, enhanced imperial propaganda, filtration camps, repressions, forced movements to the Russian Federation, interruption of all channels of communication with the territory free from the occupiers, the spread of ethnophobia, Russian professional culture, Russian standards in education, in the work of the media, etc. In the territories free from the invader, ethnopolitical and ethnocultural consolidation processes are taking place on the basis of Ukrainian ethnicity. The heritage of the Russian Empire and the USSR is becoming smaller. The Russian language, Russian professional culture, the Russian «church», and other Russian cultural acquisitions of imperial times are losing ground here. From areas under Russian shelling, people go deep into Ukraine and abroad.