This article’s main focus is a certain matter, namely – the uprising of a market for services which replace or supplement those functions which are traditionally carried out by families. This article analyzes popular scientific articles, internet-forums, and service offers on the internet which have to do with maternity and the upbringing of children, the main objective being identifying instances of paid assistance for families on behalf of outside experts, as well as methods of stimulating the consumption of such assistance. Creating motivation for passing functions such as child upbringing and care to outside experts, as well as the availability of resources in the form of commercial offers, leads to the formation of a market for family services in Russia and abroad. The author attempts to identify and evaluate new paid services which did not exist prior or existed in other forms, offered to families who are the target commercial audience, with said services leading to the commercialization of family functions and the outsourcing of traditional parental practices to outside experts.

family services market, social roles, paid household services, outsourcing, parenting, modern family.

Assonova E. Novye cennosti v detsko-roditel'skih otnoshenijah [New Values in Child-Parent Relations]. Pro&Contra, 2010, vol. 14, no 1-2, pp. 78–93.

Aydinova A., Popova A. S. Issledovanie processov formirovanija, funkcionirovanija i razvitija rynka uslug [Research of Processes of Formation, Functioning and Development of the Market of Services]. Terra Economicus, 2009, Vol. 7, no 4, Ch. 3, pp. 161–164.

Baby Proofing Montgomery. The Website. URL: http://www.babyproofingmontgomery.com/services [date of visit: 29.09.16].

Benasich A., Brooks-Gunn J. Maternal attitudes and knowledge of child-rearing: Associations with family and child outcomes. Child Development, 1996, no 67, pp. 1186–1205.

Borovikova L. Problemy sovremennoy sem'i i mir detstva [Problems of the modern family and the world of childhood]. Social'noe obsluzhivanie semey i detey: nauchno-metodichesky sbornik. Saint-Petersburg, Gorodskoy informacionno-metodichesky centr «Sem'ja», 2014, pp. 14–28.

Bruno V. Personhood & Parenthood: an experiential account of balance & well-being. Dissertation presented to the faculty of Antioch University Santa Barbara in partial fulfillment of the requirements for the degree of doctor of psychology in clinical psychology. 2015. 137 p.

Bugental B., Happaney K. Parental attributions. Ed. by M. H. Bornstein. Handbook of parenting, Vol. 3. Status and social conditions of parenting. Sec. ed. Erlbaum, Mahwah, New Jersey, 2002, pp. 509–535.

Caughy O., Miller T., Genevro L., Huang K., Nautiyal C. The effects of Healthy Steps on discipline strategies of parents of young children. Journal of Applied Developmental Psychology, 2003, no 24 (5), pp. 517–534.

Celuyko V. M. Vy i vashi deti. Psihologija sem'i [You and Your Family. Philosophy of Family]. Rostov-na-Donu, Fenix, 2004. 283 p.

Children’s hospital of Chicago. Lurie Children’s Gender and Sex Development Program. The website. URL: https://www.luriechildrens.org/en-us/care-services/specialties-services/gender-program/Pages/index.aspx [date of visit: 04.10.2016].

Chung-un C. Parental competition, anxiety over future drive kids market. The Korea Herald. 2016. April 29.

Delahunt J., Hayley D., Kennedy J., Hilton J., Young H., Chaudhri O., Elston M. Specialist services for management of individuals identifying as transgender in New Zealand. The New Zealand Medical Journal, 2016, Vol. 129, no 1434, pp. 49–58.

Dichtelmiller M., Meisels S.J., Plunkett J., Bozynski M.A., Claflin C., Mangelsdorf S.C. The relationship of parental knowledge to the development of extremely low birth weight infants. Journal of Early Intervention, 1992, no 16, pp. 210–220.

Doherty G., Lero D., Goelman H., LaGrange A., Tougas J. You bet I care! A Canada-wide study on wages, working conditions, and practices in child care centres. Centre for Families, Work and Well-Being, University of Guelph, Ontario, 2000. 282 p.

Drobysheva T. V., Romanovskaja M. A. Sovremennaja niania v rossiyskoy sem'e: najomny rabotnik ili chlen sem'i? [A Modern Childminder in a Russian Family: a Hired Worker or a Member of the Family?] Sem'ia, brak i roditel'stvo v sovremennoy Rossii. Moscow, Kogito-Centr, 2014, pp. 79–82.

Dushkina M. Modeli kommunikativnogo vozdeystvija v marketing [Models of Communicative Impact in Marketing]. Marketing v Rossii i za rubezhom, 2010, no 4, pp. 67–73.

Fuss J., Auer M., Briken P. Gender dysphoria in children and adolescents: a review of recent research. Current Opinion in Psychiatry, 2015, no 28 (6), pp. 430–434.

Gender Reassignment Health Services for Trans People within New Zealand. Good Practice Guide for Health Professionals. Wellington, 2012. Gender Therapists. The website. URL: http://www.lauras-playground.com/gender-therapists [date of visit: 04.10.2016].

Global Trust in Advertising report “Global Trust in Advertising. Winning Strategies for an Evolving Media Landscape”. The Nielsen Company, 2015. 20 p.

Huxley A. O divny novy mir [Oh, Brave New World]. Moscow, AST, 2013. 541 p.

Ishembitova Z. G. Problemy vospitanija detey v sem'e v uslovijah globalizacii obschestva [Problems of Upbringing Children in the Family in the Context of Globalization of Society]. Vestnik Bashkirskogo universiteta, 2014, Vol. 19, no 2, pp. 682–702.

Korenkova M. M. Vyzovy semeynoy socializacii i processov social'nogo stanovlenija lichnosti v ramkah neuklonnoy modernizacii rossiyskogo mentaliteta [Challenges of Family Socialization and the Processes of Social Formation of the Individual within the Framework of the Steady Modernization of the Russian Mentality]. Rossiyskoe sociologicheskoe soobschestvo: istorija, sovremennost', mesto v mirovoy nauke (k 100-letiju Russkogo sociologicheskogo obschestva imeni M. M. Kovalevskogo). Saint-Petersburg, Skafija-print, 2016, pp. 225–227.

Mainiero A., Sullivan E. Kaleidoscope careers: An alternate explanation for the “opt-out” revolution. Academy of Management Executive, 2005, no 19 (1), pp. 106–123.

Malone R. Q. and A: Beyond Outsourcing to Smartsourcing. The Forbes Ofiicial website. Release 11.08.06. URL: https://www.forbes.com/2006/08/11/smartsourcing-outsourcing-business-improvement-cx_rm_0811smart.html 2006 [date of visit: 29.11.2016].

Mashinistova N. V. Istorija stanovlenija dopolnitel'nogo obrazovanija detey v Rossii [The History of the Formation of Additional Education for Children in Russia]. Problemy i perspektivy razvitija obrazovanija: Materialy II mezhdunarodnoy nauchnoy conferencii. Perm, Mercury, 2012, pp. 38–42.

Mel'nikov A. Mnogoobrazie polov. Zachem vvodit' 58 variantov gendernoy prinadlezhnosti [The Variety of Sexes. Why Introduce 58 Gender Variants]. Argumenty I Facty, 2014, no 9.

National Child Care Info & Technical Assistance Centre. United States child care statistics for the National center for education statistics of National household education survey and the National survey of America's families, 2010.

National Institute of Child Health and Human Development by Eunice Kennedy Shriver. The NICHD Study of Early Child Care and Youth Development (SECCYD). Findings for Children up to Age 4½ Years. Washington, DC, U.S. Government Printing Office, 2006. 43 p.

Nikolskaja G. Sem'ja v uslovijah postindustrial'nogo obschestva (na primere SSA) [Family in the Conditions of a Post-Industrial Society (on an example of the USA)]. Mirovaja economika i mezhdunarodnye otnoshenija, 2006, no 8, pp. 71–80.

Rozen E. Anatomija sarafannogo marketinga [Anatomy of Word of Mouth Marketing]. Moscow, Mann, Ivanov i Ferber, 2013. 416 p.

Senders Pediatrics. Parent coaching. The website. URL: https://www.senderspediatrics.com/services/parent-coaching [date of visit: 03.10.2016].

Shul'ga P. Vunderkind po zakazu. Chto dajut detiam chastnye razvivajushhie centry? [The Prodigy is Commissioned. What do Private Development Centers Give Children?]. AiF-Altay, 2014, no 9.

Simons L., Leibowitz S., Hidalgo M. Understanding Gender Variance in Children and Adolescents. Pediatric Annals, 2014, Vol. 43, Issue 6, pp. 126–131.

Simply Supper Cooking Station. Simply Supper. The website. URL: http://www.simplysupper.ca [date of visit: 03.10.2016].

Stoiber C., Houghton G. The relationship of adolescent mothers’ expectations, knowledge and beliefs to their young children’s coping behavior. Infant Mental Health Journal, 1993, no 14, pp. 61–79.

US Bureau of Labour Statistics. Employment Characteristics of Families, 2012. The Ofiicial website. URL: http://www.bls.gov/news.release/famee.toc.htm [date of visit: 29.09.2016].

Weis F. Parent, coach and educator. Working with parents of teens and young adults. The Personal website. URL: http://www.fernweis.com [date of visit: 04.10.2016].

World Professional Association for Transgender Health. World Professional Association for Transgender Health. The Official website. URL: http://www.wpath.org [date of visit: 04.10.2016].

Детский-отель.рф. The Official website. URL: http://xn----gtbdbngfmzzkg6k.xn--p1ai [date of visit: 29.09.16].