Efforts to assist older adults with cognitive deficits can take one of three paths: law, education or marketing. Legal protections have proved insufficient. Government educational efforts are typically dryly factual and likely to go unheeded. With the growing size of the older adult market, the independent efforts of both for-profit and social marketers to develop products and services that can help this population remain functionally healthy and independent are likely to be successful. Both governments and insurance companies should be motivated to help subsidize these entrepreneurial efforts given the considerably higher costs of caring for the elderly in an institution.