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.