This article is based on the analysis of the possibility of using Berkman's conceptual model of mechanism of social networks influence on human health to improve the well-being of the older generation in Russia. The emphasis is put on the development of social contacts of older people through the implementation of territorial marketing. Objective and subjective indicators of well-being of older people are directly related to the characteristics and peculiarities of the territory where they live and carry out their activities (city, region, country). In this context, marketing of territory can be regarded as an activity aimed at creating and maintaining comfortable living conditions of different age groups, taking into considerations their characteristics. Special attention is paid to the social and emotional mechanisms of social support, social influence, social inclusion, social participation, interpersonal contacts and access to resources and benefits the territory of older generation. Specificity of older adults segmentation of the region (the city) is defined. The importance of active cooperation of various age groups identified in the process of territorial segmentation of the market is particularly stressed, in terms of improving the lives of older adults

The analysis of quantity and composition of population in terms of measuring labor potential, income and other socio-economic parameters starts to have a special economic significance only when population acts as an independent social object of research that reflects specific social links. The purpose of this research is to ground features of process of becoming an independent social object of research, to ground changes of modern discourse of population research, taking into account use of potential of older people in the process of economic development. Results of study show that the forming new discourse of population can be concentrated on economic qualities of older generation. It displays its social inactivity and labour ability that have a significant impact on economy in general. It is considered that the phenomenon of population aging is a new opportunity for the development of society.