In the article we discussed the processes of awareness of the place of elderly people in modern society, elaboration of adequate relation to global aging and elderly themselves are still going in social sciences. These processes are expressed in a clash of archaic stereotypes and new approaches which changed social and age structure requires. Not only elderly people are providers of archaic stereotypes, but scientific institutions and practices as well. Reorientation of science, media and social policy towards study and realization of «postponed aging» opportunities is needed.