From the perspective of European Union, active ageing means growing old in good health and as a full member of society, feeling more fulfilled in one’s jobs, more independent in the daily lives and more involved as citizen. Some of these objectives can be translated as equal treatment in employment and occupation, as well as healthy ageing. A large part of Europe countries, either E.U. members or not face the dilemma of an ageing population and a high decrease in the youth labour force. A huge concern and debate is held on the topic of pensions/ retirement income, on the issues of keeping up with the ITC global world, with the investment in training/ qualifying a 56 age and older person, with the static and calories consuming life habits and mentalities of different segments of population. In order to tackle these aspects European Union developed The European Innovation Partnership on Active and Healthy Ageing in the context of the “Europe 2020” Strategy. The present study intends to analyze the extent of this partnership popularization and its impact, with a focus on the Romanian situation. A practical aspect of the paper is represented by analyses of the new type of directly or collaterally linked businesses/ activities to active ageing: open air gym parks, bio and naturist products, the use of technology and socialization networks, and even a change in the clothes measurements and so on.