Demographic trends towards an increase in the older population are now evident in both developed and developing countries. Thus, it is necessary to identify employment opportunities for older age groups on the basis of entrepreneurship. Active ageing processes are considered in order to develop recommendations on how to attract the older population into entrepreneurial activity. The study aims to identify measures to promote entrepreneurship of older people in the context of demographic ageing. For this purpose, content analysis of the subject matter was conducted. Particular attention was paid to the entrepreneurship development factors for older age groups. The research results can be used to develop public policies and programmes to stimulate entrepreneurship among older age groups.