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The desire for wellness is accelerating across all ages driven in part by dissatisfaction with healthcare systems, mixed media messages, information overload, a renewed sense of self-responsibility and a desire to take control in an environment where independence is a coveted state. In addition, this rising tide is not being driven solely by the ageing population. Instead, it is being embraced across the entire demographic spectrum, prompting the need for a plethora of products and services across many industries to provide healthy ageing solutions to even the youngest generations an imperative that requires a mind shift from the current focus on the aged. However, while this renewed sense of self-responsibility is fuelling a desire to take control of all aspects of consumers' lives, at times, many are falling short of their goals. In essence, a gap oftentimes exists in what consumers believe they should do and what they actually do, where lack of understanding, lack of resources, and fluctuating commitment to healthy ageing behaviours all play a role. Learn a redefinition of health ageing and the opportunities such a perspective provides.