Gerontoculture as a determinant of gerontomarketing distribution in the Russian consumer market

The article presents the results of a study of the relationship and influence of gerontoculture on the development of gerontomarketing in the Russian consumer market. Based on the systematization of theoretical and empirical studies, the authors built a model of interaction between gerontoculture and gerontomarketing. It is demonstrated that the material and spiritual values transmitted by gerontoculture are interconnected with the lifestyle and culture of consumption of the gerontosegment, which is also the area of the targeted impact of gerontomarketing. The author's model also assumes the influence of state gerontopolitics, which contributes to the promotion of both certain values and negative prejudice against the elderly people in society. The article also examines the manifestations of institutional ageism and presents the results of the study on age perception and attitudes towards elderly people among representatives of younger generations, which shows that the Russian gerontoculture is characterized by widespread negative stereotypization against old people. Thus, for the development of gerontomarketing, it is necessary to implement an information policy to form a positive perception of an elderly person, which can be implemented both in business communication campaigns and at the level of state gerontopolitics.