Demographic ageing in Europe and beyond creates challenges for our health and care systems and our national budgets. But it also creates enormous opportunities. The Silver Economy is the new gold, Silicon Valley gurus tell us. Large new public and consumer markets of ICT products and services for ageing well are developing. Our ageing populations are drivers of economic growth. In this light, the European Commission is organising the event 'Growing the Silver Economy in Europe' to discuss how to best grow a large scale Silver Economy in Europe.