In this paper actual problems of self-keeping behavior and healthy mode of life of youth in the Urals are considered. The role of family in psychological education of children and teenagers is analyzed. As empirical base for the analysis of the declared problem and conclusions for the author the results of some sociological interrogations lead by him in 1990-2007 in the Institute of economy of the Ural Branch of Russian academy of sciences in various cities and settlements of subjects of the Russian Federation, amounting to the Ural federal district are used.

In article concepts of «the family economy» and «the mother’s labor», their place in the system of division of public reproductive labor reveals. On the basis of the data of some concrete sociological researches, authors analyze social and economic motives of demographic behavior of young mothers in the Ural. Their attitude to «the mother’s capital» as to the factor of the decision of demographic problems in region is shown.