The consumer market is characterized by structural changes, mainly related to more individualized offers, a company’s concern expressed in the efforts to develop new segmentation techniques to improve the effectiveness of marketing actions. A good form of segmentation is the cohorts, which identifies people that passed through the same extern events in the coming of age phase. This time of life is the one that most influences the formation of values, beliefs and attitudes, that have a tendency to stability throughout life. Despite the strong demographic factor (age), cohort segmentation is psychografic, as it aims to identify values. This article objects to explore the cohort concept as a segmentation form, as well as its application in marketing decisions. The method used on this essay is a descriptive and analytical literature research. The main conclusions are that cohort segmentation is still few used, although it can generate important contributions in marketing if the required efforts to its application are taken.