This article discusses how the arts and cultural activities are a vital part of a health and care system and have potential to fulfil the theme of active ageing. The changing nature of care provision in response to demographic change, fiscal pressure and increasingly consumerist attitudes on the part of care users, is considered. Selected examples of how participation in arts and cultural activities increases not only well‐being but also health outcomes are then outlined. The article highlights the potential of ‘cultural commissioning’ and within that ‘arts on prescription’ – public funding of arts‐related activities for people with care needs – and advocates investment in arts and cultural activities to better meet the demands of health, social care and aged care. Concluding remarks are made, and a way forward is suggested.