Ageism as a deterrent to gerontomarketing in the Russian consumer market

The article considers the problem of negative stereotyping and age discrimination of elderly people, which limit the development of gerontosegens in the Russian consumer market. In conditions of demographic aging of the population, Russian consumer markets are characterized by an ever increasing number of gerontosgment, ignoring which threatens the development of business and the preservation of market conditions. Nevertheless, an adequate assessment of the consumer potential of the gerontos segment is hampered by negative stereotypes prevalent in society in the perception of older people, including consumers in the market. The presence of negative stereotypes leads to discrimination of the elderly in various spheres of life. This phenomenon was called “Ageism”. The article presents the results of the author's study of the perception of older people by representatives of younger generations, which made it possible to identify the parameters in which the impact of negative stereotypes turned out to be the most significant. These parameters include the financial state, independence, activity, skills of using modern technologies and sociability. The author justified that these parameters are important for assessing the purchasing power of elderly consumers, which allowed to speak about the existence of the so-called “bayer-ageism”, the overcoming of which is one of the key goals of gerontomarketing as a marketing concept in the conditions of an aging population.