Consumer Attitudes on Cognitive Health (Maintaining Cognitive Health a Consumer Priority)

According to the Alzheimer’s Foundation of America, an estimated 5 million Americans suffer from Alzheimer’s disease, and it is projected that this number could more than triple to 16 million by mid-century. With no known cause and no cure, this progressive and fatal brain disease, the most common form of dementia, is feared by many, as it robs victims of their mental capacity, memory, intellectualism, personality—their very being. This fear has not only generated more awareness of the disease itself, but has also strengthened general attitudes and behaviors regarding the importance of maintaining memory, cognition and overall mental health throughout the aging process.

According to general population U.S. research conducted by the Natural Marketing Institute (NMI), losing mental/brain capacity is the biggest fear of aging, as indicated by 44 percent of the U.S. adult population (Figure 1). More than half of females reported losing mental/brain capacity is their biggest fear about aging, significantly more than males. Roughly half of Boomers (ages 42 to 61) and Matures (age 62+) indicated this, significantly more than Gen X and Y.

This fear is not irrational; rather, it is seen as a real possibility. What’s most frightening about this disease is that it ultimately renders its victims unable to care for themselves, which leads to an equally big fear about aging—being a burden on family or other loved ones, which was also cited by 44 percent of U.S. adults. Again, females and older generations are significantly more likely to be fearful of this. While younger generations and males may not be (or may not admit to being) as fearful, the majority rate mental/brain health as being a very/somewhat important issue to them in their life today, indicating strong awareness and importance of maintaining mental health across the entire spectrum of the U.S. general population.

Maintaining a Healthy Mind

Despite being fearful of losing mental capacity as they age, many individuals believe there are concrete steps they can take to keep their brain healthy and stimulated and protected from injury or disease. In fact, a majority of the U.S. population believes strongly or somewhat that they can make changes in their daily lives that will improve their level of brain fitness.