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As the world gradually enters a super-aged society, the elderly are not only a significant part of the population structure but also a crucial source of wealth and consumer power. Research shows that the middle-aged and elderly population holds approximately 70% of household wealth, exhibiting diverse and complex psychological patterns in their consumption behavior, spanning needs in healthcare, financial security, leisure, and travel. Traditionally, the elderly have often been viewed as a societal burden; however, from sociological and economic perspectives, they are also a key force in driving market transformations. By analyzing typical cases and examining misconceptions in consumer psychology, this lecture aims to systematically explore the intrinsic motivations and structural characteristics of elderly consumption behavior, proposing actionable strategic recommendations to better understand the evolving needs of this group and seize the social and economic opportunities brought by aging.