The contribution examines the problem of the expediency of using modern digital technologies in gerontomarketing. The authors systematize studies reflecting the trend of increasing involvement of older people in the active use of modern technologies, which opens up prospects for the effective use of digital marketing tools in interaction with gerontoconsumers. The work shows that the widespread stereotypes about the conservatism of older people and their unwillingness to master new technologies are largely unfounded, which is confirmed by both official statistics and the results of independent studies. According to the authors, the study of the portrait and behavior of gerontoconsumers contributes to overcoming negative stereotypes about the elderly. According to the results of the study, the authors confirmed the hypothesis about the prospects of using digital technologies in gerontomarketing in the Russian consumer market.