Abstract
The article examines scientific views on elderly people in societal life. Negative social phenomena affecting elderly people’s self-perception are analysed. The attitudes towards elderly people in a professional environment are considered. The existing gender inequality between men and women is substantiated, as well as existing discrimination against older women. The article emphasizes that psychological hardiness must be developed as an integral personality trait, because this help elderly people to be successful.
 The empirical data are presented for analysis; hardiness characteristics and the elements assessing hardiness (empathy, warmth, and respect of others; sincerity and authenticity, pro-activity, decisiveness, high responsibility, patience, optimism; mobility) are described. All these factors are mutually related and manifested in the life of working elderly women and men. Psychological examining methods developed or modified by Ukrainian scientists were used to study elderly women’s and elderly men’s hardiness characteristics.
 The data quantitative analysis was carried out for the groups of respondents having high, medium, and low hardiness. Gender hardiness characteristics were determined, that is signs of hardiness peculiar for older women or men. The difference between “female hardiness” and “male hardiness” was revealed, namely hardiness appears in different ways at elderly women and men and have different effects on their life. The article analyses male and female hardiness manners in relation to social stereotypes, cultural markers.
 A parallel is drawn between gender hardiness characteristics and their manifestations as they are perceived by society. Hardiness is presented as the basis for success and competitiveness, which are evaluated differently in the professional environment. The article identifies further prospects for studying elderly people’s hardiness characteristics to preserve their psychological health and improve their quality of life.
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