Across Asia the benefits and challenges of an ageing society are increasingly revealing themselves. Projections reveal the scale of population change underway and the vast increase in the size of the older population. However ageing and the ageing market is far more complex than focusing on projections of numbers of people. Supporting and promoting healthy ageing will be an enormously valuable future industry as will dealing with the sheer diversity of how we age. In this talk Professor Andrew J Scott outlines the developments that are underway both in terms of how we age but also how markets and innovation will support these changes.