Abstract
The demographic structure of Russian society is undergoing significant changes: the proportion of older people is increasing, the boundaries of the retirement age are shifting, and the structure of the labor market is also changing. The problem is that stereotypes about older people, formed in scientific and public discourse, often have a negative connotation. The purpose of the work is to explore the stable representations of various social groups in relation to older people. Based on the author's empirical research, the paper presents an analysis of the associations that arise with the phrase "elderly person", and also analyzes the degree of agreement and disagreement of the study participants with various judgments about the nature and lifestyle of the elderly. Factor analysis showed which categories of the population are the most loyal and speak positively about the elderly, and which are negatively disposed. Young people show more empathy for the older generation, people of pre-retirement age and the elderly themselves. Negative characteristics of the elderly are attributed to "children" - respondents aged 30-44 years. The core of the consensus in Russian society is represented by the majority, who believe that older people deserve only positive or mostly positive assessments. They see older people as mentors - wise and experienced people who may have squandered some of their physical potential.