This chapter aims to try and redress the perception of ageing as a social challenge which is generally the line taken in public policy literature in particular the focus on resources such as pension pressures, workforce challenges and social and medical care. It examines what has been variously described as ‘active ageing’ or ‘positive ageing’ and identifies trends in the lifestyles of the increasing older generation. The chapter explores the concept of an ageing demographic as representing an ‘opportunity’ rather than a ‘challenge’. The implications for public management are considerable in that the positive/active ageing will challenge the traditional user and ‘service’ driven relationship to older citizens. This may require a radical restructuring of public-sector policies in the light of a changed perception of the older demographic.