Regional markets for nanny servicesand their role in the lives of modern Russian women

He aim of this study is to investigate the demand for childcare services in Russia and to identify ways to effectively balance professional and family responsibilities. A review of relevant public policy research on child protection services has been conducted. Socio- logical methods, including secondary data analysis, have been used. The authors conducted an all-Russian survey ( N = 3,890) on employment and parenting issues in June-September 2023, as well as using data from the Russian Public Opinion Research Center, the Federal State Statistics Service, and survey materials on "Family Policy: Support Measures for Families and Children". It was found that only one fifth of respondents feel sufficiently independent in taking care of their children. Approximately 18.8% of women face the need for assistance with childcare, particularly mothers with children under three years old and those attending primary school. Most respondents rely on municipal institutions for childcare, but only 30% resort to paid services. In addition, the article presents the results of an analysis of the nanny services market in the Russian Federation, based on a content analysis of digital services provided by agencies specializing in nanny services and digital platforms for hiring nannies. The analysis of digital platforms on the services market in Russia showed regional differences in functionality and prices. The high cost of nanny services limits their accessibility for mothers, requiring the creation of conditions to increase their availability. This policy can help successfully combine professional and maternal responsibilities and balance material values. The practical significance of this work is the potential for results to be incorporated into state and regional programs aiming to improve the demographic situation, such as the national project "Family".