Abstract
The purpose of the article is to conduct a sociological analysis of social marketing as a technology of health-saving behavioral practices of the population. This article presents an analysis of data reflecting the prospects of the global demographic trend associated with the aging of the population and an increase in the share of elderly citizens in the population structure. The countries whose socio-economic development is experiencing the greatest difficulties due to the demographic burden of the aging population are identified. The data reflecting the dynamics of the population of post-retirement age in the Russian Federation are also presented. The features of behavioral practices of senior citizens focused on the consumption of goods and services are analyzed. The conditions and opportunities for the formation of the "silver economy" segment are determined. The restrictions for its development in the Russian Federation are given. As a result, the author draws the con-clusion that consumer behavior and solvent demand of Russian citizens of post-retirement age negatively depend on the low level of income and opportunities to continue working after retirement.
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