This chapter argues that the transformative approaches in marketing research often categorize specific groups of consumers (e.g., older adults, immigrants, children) as “vulnerable,” define vulnerability as an almost permanent “status” and propose static managerial solutions to aid them. These static views on consumer vulnerability may lead to a misleading understanding, harm value-creation processes, and contribute to the stigmatization of consumers. However, consumer vulnerability is a dynamic phenomenon that evolves concerning consumers’ access to and control over resources. Therefore, this chapter reviews the literature on consumer vulnerability and examines how marketing can alleviate it through empowerment and managing power over resources. Drawing on the resource-based perspective, we propose a two-dimensional framework (resistance of vulnerability: resistant to responsive; consumer power: powerless to autonomy to control). We then discuss empowerment strategies for marketing managers and policymakers that can mitigate resistance of vulnerability sources and balance power differentials among market actors to alleviate consumer vulnerability in society. We also share the social marketing implications of our framework.