The assessment of the competitiveness of the development of countries and regions in the 21st century is measured by how dignified, safe and comfortable the population of the country lives. Russia is no exception, therefore, it faces strategically important tasks of achieving the highest level and quality of life for people in order to save people, increase life expectancy, and ensure natural and migration population growth. The article reveals the theoretical and practical aspects of the modern understanding of the category «standard of living», the relationship of this category with the category «quality of life», on this basis, statistical indicators of the economic well-being of the population of Russian regions, especially the Republic of North Ossetia-Alania, are analyzed. The results of the analysis are supplemented by data from public opinion polls on the standard of living and incomes of the population in the country for the period 2022-2023. residents of the country and the Republic of North Ossetia-Alania. The hypothesis posed about the relationship between the standard of living and the birth rate of the population in the regions of Russia is also confirmed by the methods of mathematical modeling. Based on the results of the study, the following conclusions were drawn: 1) for the purposes of scientific analysis and development of relevant scenario forecasts for the development of economic and demographic and reverse demographic and economic processes, a systematic approach based on a complex combination of objective (quantitative) data and subjective (qualitative) assessments should be applied; 2) large-scale studies of public opinion, comparison of ratings and economic and mathematical modeling show an unambiguous relationship between the income level of the population of Russian regions and the birth rate in these regions. The limitation of these conclusions is the national regions of Russia, in which the birth rate is determined to a large extent by the preserved customs of a large family and traditional family values. This allows us to conclude that the strengthening of the institution of the family, the development of the spiritual values of the population, coupled with an increase in the standard of living, is the only possible scenario for saving Russia’s people.