The older consumer segment is growing in economic significance as its numbers increase globally. This chapter discusses our understanding of older consumers’ behavior, as well as accordingly based effective marketing strategies. Although there is no single definition of the older or “mature” consumer market, most marketers prefer to define this segment as aged 50 or 55 and older. The chapter reviews types of changes that can affect aging consumers’ behavior in the marketplace and the way they respond to marketing offerings. Many consumption needs of older consumers are driven by changes that occur as a result of aging in later life. Aging is a multidimensional set of processes that entails not only biophysical changes, but also social, psychological, and even spiritual ones. The chapter presents three distinct segmentation methods for the older consumer market: Age-based, cohort-based, and gerontographics-based. It highlights the marketing strategies of targeting and positioning.