Latvia is witnessing a striking gender imbalance, with women outnumbering men by more than 15 percent—three times the European average. The shortage of men has led many Latvian women to seek temporary male companionship or assistance through 'husband-for-hire' services. These services provide men for household repairs, companionship, or even short-term social engagements, reflecting a growing social adaptation to demographic realities. Experts attribute the imbalance to lower male life expectancy, driven by high smoking rates and lifestyle-related health issues. Studies show that 31 percent of Latvian men smoke excessively, compared to just 10 percent of women, contributing to higher mortality and fewer men in the workforce. The imbalance is particularly pronounced among older populations, where women outnumber men nearly three to one. The rise of such services highlights both economic opportunity and social concern. While some see it as a pragmatic solution, demographers warn that Latvia’s gender gap could deepen labor shortages and reshape family structures in the coming decades.