The article presents the results of the study of ethnic identity and ethnic tolerance as significant elements of the mass consciousness of Russians. The empirical basis is provided by representative sociological research conducted in the Russian Federation, data from the «Public Opinion» Foundation, and research conducted in the Kabardino-Balkar Republic, along with in-depth interviews with experts from Kabardino-Balkaria. It is noted that the ethnic diversity in the Russian Federation is enshrined in the public and doctrinal discourse, reflected in the Constitution of the country, and the Strategy of State National Policy. Research shows that while there is a high level of ethnic identity among Russians, there is also a high level of interethnic tolerance, which is necessary for fostering processes of nationwide consolidation. The most significant indicator of interethnic tolerance is the perception that violence in resolving interethnic and interreligious conflicts is unacceptable. Disrupting the established consensus could occur through the breach of fairness in interethnic relations. From 2010 to 2021, Russian society moved towards embracing the multinational character of Russia, with the level of positive assessments of Russian multi-ethnicity rising from 34% to 52%. Normative interethnic tolerance, expressed through the willingness to accept people of different nationalities as citizens of the Russian Federation and residents of their own region (republic, region, city, town, or village), exceeds 70%. Ethnic identity and interethnic tolerance can be viewed as stable dominants of mass consciousness firmly rooted in the realm of beliefs, social practices, and social institutions, actively influencing nation-building processes and national-civic consolidation. The conclusion is that unique models and formats of nationbuilding are emerging in the regions of Russia, shaped not only by federal and regional policies related to ethnic and Russian identity but also by everyday, historically developed, and locally rooted traditional forms of interethnic (and interreligious) interaction and socio-normative practices of interethnic tolerance.