This interpretive study of eight cognitively young older consumers explores how they perceive time, how they use their time, and how this affects their consumption activities. The authors review how time has been examined in consumer research and apply their findings to previous approaches to understanding time consumption. These cognitively young older consumers were found to be actively involved in the world, having a number of demands and obligations. They were still very much part of today's material world and had a strong future orientation. ᭧ 2001 John Wiley & Sons, Inc.Aging and time are inextricably linked. However, we view time, the temporality of life from birth to death exists and is endured. Not only is it endured, but it is a cycle with which we have some kind of relationship, aspects of which are to do with our culture and social mores, rites of birth, birthdays, customs related to marriage duration, and death. Although we may be able to organize our time, use it differently, talk about creating time or plan our time, the process of aging reminds us that time has what Adam (1995, p. 18) described as an "irreversible unidirectionality." Although we are able to revisit past events, imagine different outcomes, reflect on the past and the future, through all of this,