[The elderly and the digital services of psychological counselling in modern Russia.]

The article presents the results of a sociological study of the process of digitalization of psychological counselling in modern Russia. Digital psychological counselling services have been actively developing in recent years, however, the elderly are still not considered by managers and marketers of the services as their target audience. The digital divide plays a significant role in this exclusion, which is inextricably linked with other forms of inequality from geographic to economic. Despite the fact that almost all of the functions of digital psychological counselling services affect the interests and needs of the elderly, companies providing psychological assistance through digital technologies do not consider this group as a target group. The results of the study can serve as a guideline for the development of the psychological counselling industry in terms of expanding its audience and taking into account the needs of the elderly.