The article deals with a set of economic, social and psychological factors that result in decrease of birth-rate and render the market incentives in overcoming depopulation of Russia inefficient. Doubts about the appropriateness of Western models, which are being continuously and ineffectively adapted to Russian reality by researchers from Russia and the Commonwealth of Independent States, call for attempts at finding solution within the framework of social constructivism. Analytical sessions and a sociological research into circumstances and considerations, which are perceived as those impeding the realization of the reproductive potential of Russian women, helped to lay down the conceptual statements on the formation of new strategies aimed at inclusion of reproductive labor in the process of social production. Ascertained were the specific social-psychological and medical factors that influence reproductive processes and can bring about considerable demographic changes.