In the European nation of Latvia, a profound demographic crisis is reshaping society, with a severe shortage of men leaving many women to seek unconventional solutions for companionship and household help. This has sparked a booming demand for services that provide a 'husband for an hour' to handle domestic chores and repairs.
The Stark Reality of Latvia's Gender Gap
The root of this unusual trend lies in a deep and longstanding demographic imbalance. Latvian women are generally better educated, enjoy better health, and live significantly longer than their male counterparts. According to Eurostat figures, Latvia has 15.5% more women than men, a disparity more than three times the European Union average.
The situation becomes acutely visible in adulthood. While men outnumber women among those under 30, the pattern reverses dramatically. By the ages of 30 to 39, there are nearly 3,000 more women than men. Sociologist Baiba Bela explains that in this age group, male mortality is three times higher than for women of the same age.
A Practical Response to a Social Crisis
With eligible partners increasingly scarce, practical business solutions have emerged to fill the domestic gap. Companies like Komanda24 advertise 'men with golden hands' available seven days a week for tasks ranging from plumbing and electrical work to mounting televisions and assembling furniture.
Another service, Remontdarbi, allows women to book a 'husband for an hour' online or by phone, promising arrival in about 60 minutes. This model operates much like a ride-hailing app, but for home maintenance, directly addressing the practical void created by the demographic divide.
For many women, the shortage is felt in daily social life. Dania, a 29-year-old festival worker, noted, "There's nothing wrong with that... but just for the good balance you would want to have some more men to flirt or chat with. It's just more interesting." Her friend Zane added that numerous women are now leaving Latvia entirely to find partners abroad.
Understanding the Causes: Mortality and 'Macho' Culture
The consequences of this imbalance extend far beyond dating struggles. Latvia suffers from the widest life expectancy gap in the European Union, with women living an average of 11 years longer than men. Male mortality rates are among the highest in Europe, with men being four times more likely than women to die by suicide. In fact, men account for over 80% of all suicides in the country.
Experts point to a toxic combination of factors driving this crisis. Alcoholism, risky driving, and workplace accidents are cited as major contributors. Software engineer Agris Rieksts highlighted the role of a damaging 'macho' culture, stating, "It is kind of perceived that it is manly, that the more alcohol you can handle, the more of a man you are."
Psychoanalyst Ansis Stabingis links part of the problem to historical economic upheaval and the difficult transition from Soviet rule, which pushed many men into depression and unhealthy coping mechanisms.
The situation creates a particular challenge for successful, educated women. Writer Dace Ruksane observed, "The smartest girls are alone. The really beautiful girls are alone – if they are smart... They want to find partners who are equal to them. But a man, having all this choice, doesn't need to be very perfect."
With a median age of 44.1 and a high crude death rate of 14.9 per 1,000 people, Latvia's demographic challenge is a stark example of how social and health issues can fundamentally alter the fabric of a society, forcing its citizens to adapt in the most practical of ways.
