The purpose of the article is to substantiate a role of the gender factor in development of socio-economic relations in rural areas. Research methods. During the research process were used the following scientific methods: analysis, generalization and scientific comparison. The period of the agrarian economy reform requires analysis of the living potential of rural people, given the significant gender differences in their lives. Importance of the scientific approach lies in traditional methods of comparing and using economic information that reflects the current situation. Research results. Basic theoretical and methodological approaches to a definition of gender problems for a purpose of studying and researching gender relations were substantiated, the results substantially increase role of the gender factor in particular in life of the rural population. Gender equality is currently one of the main problems in ensuring social life development, and a step towards gender justice increases the problem of correct attitude to a person. A number of normative legal documents, which are aimed at realization of equal rights and opportunities by women and men in the country, were presented, as well as factors influencing the present demographic status of the population were emphasized. Expansion of economic rights increases women's access to economic resources and opportunities, which will increase their contribution to economic development and growth of settlements. Elements of scientific novelty. Comparative characteristics of families according to the main types, which provide an analysis of gender relations in families and emphasize socio-psychological peculiarities of these relations, were considered. It is necessary to determine a family as an institution that has certain tasks necessary for achieving a goal and its implementation (normative relations, cultural values, socialization, etc.). Family institution creates a whole system of interdependent relationships between men and women at high level of communication, passing through certain changes, caused by many circumstances of the economic and cultural nature of life. Practical significance. Present problems and possibilities of knowing an influence of the gender factor on state of social phenomena in the countryside were revealed. Gender discrimination is expressed mainly in different rural life areas, including education, labor market opportunities, salaries, etc. Particular attention was given to situation of women representation in power authorities, and data of a state of gender equality in Ukraine among other world countries was shown. Tabl.: 1. Refs.: 16