Trends in word formation and word usage are determined by both the laws of language functioning and language consciousness, which is formed under the influence of changing socio-cultural conditions of life. Written and oral texts (works of art, newspaper and magazine articles, advertising, radio and TV programs, interviews, everyday conversations) provide a rich material illustrating the manifestations of gender differences in modern Russian speech. The analysis of these examples shows a constant desire for gender identification of individuals, since the difference on the basis of gender is essential for Russian society. Russian suffixes are mostly stylistically marked and many words with such suffixes belong to the colloquial style, but these word-formation models are productive and have a mass repeatability, which makes it possible to speak about the process of normalization of this vocabulary in the Russian literary language.