Alzheimer’s Disease International (ADI) is opening this year’s World Alzheimer’s Month with a simple message: just ask.
Although dementia is now on course to become the third leading cause of death worldwide by 2040, and the leading cause in 19 countries – the United Kingdom, Australia, France, Spain, Japan, Turkey, Taiwan, Myanmar, Thailand, South Korea, Andorra, Belgium, Finland, Iceland, Italy, the Netherlands, Norway, Portugal, Switzerland – it remains widely misunderstood. Surveys show that four in five people — and two-thirds of healthcare professionals — still believe dementia is a natural part of ageing. That misconception, coupled with stigma and silence, delays in diagnosis, blocks access to support, and leaves millions of families struggling alone.
“Every journey begins with a question,” said Paola Barbarino, Chief Executive of ADI. “When people ask about memory loss, or whether their symptoms could be dementia, they take the first step towards understanding and support. Normalising these conversations is key if we are to break down stigma.”
Throughout September, ADI will run a global awareness drive under the hashtags #AskAboutAlzheimers #AskAboutDementia, encouraging people to talk more openly, seek medical advice earlier, and learn the facts about dementia.
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“We want to normalise asking questions about dementia and Alzheimer’s, learning more about the condition and how it impacts the over 55 million people currently living with it globally.” adds Barbarino.
Common questions around Alzheimer’s Disease and dementia
From ‘What are the early symptoms of dementia?’ to ‘Will I get Alzheimer’s because my mum had it?’, there are plenty of questions and misconceptions about dementia and Alzheimer’s Disease.
Other common questions reported by ADI and their networks include ‘is there a cure?’, ‘are there any drugs you can take for Alzheimer’s?’, ‘if I keep losing my keys, do I have dementia?’, ‘is Alzheimer’s simply part of getting old?’ and ‘will I die if I get dementia?’.
Not part of normal ageing
While there is no cure, dementia is not inevitable. Research shows that up to 45% of cases could be delayed or prevented by addressing risk factors such as smoking, high blood pressure, physical inactivity, poor diet and social isolation. New diagnostic tools and treatments are also emerging that can slow progression if caught early.
Alongside medical care, support like rehabilitation, inclusive design, social activities, and respite for carers all help people with dementia to stay independent and maintain quality of life.
The global picture
Despite clear evidence and WHO recommendations, only 23% of the 194 WHO Member States have a national dementia plan. In low- and middle-income countries awareness remains especially low, with 84% of people believing dementia is just part of ageing, compared with 74% in wealthier nations. Misconceptions about causes also persist, with some wrongly attributing dementia to a lack of family support.
“People often think nothing can be done, which feeds fear and hopelessness,” Barbarino added. “The reality is very different. There are things we can all do to reduce risk, some of which are lifestyle changes like smoking cessation and keeping active. Combined with emerging treatments and therapies, support exists to help people live well. What we need now is political will to ensure access to these supports for everyone, no matter where they live.”
In addition to ranking third in the leading cause of death globally in less than 15 years and the leading cause in 19 countries, it will surge to the second leading cause of death in the United States, Latin America, Canada, Kuwait, Saudi Arabia, New Zealand, Singapore, and Sri Lanka.
Examples of change
ADI says progress has been made in raising awareness of dementia, although that progress is unevenly distributed. A growing number of countries have increased efforts to not only raise the profile of dementia but also to improve its perception amongst the public and healthcare professionals.
Dementia often remains a condition that is feared. Breaking down these misconceptions is key to making societies more inclusive towards people living with dementia and their carers. ADI reports a shift towards dementia inclusion, actively involving people living with dementia in the process of developing policies and programmes.
For example, in Japan, things are improving with a re-committed new national plan and over 17 million dementia friends. Since its inception in 2014, the Japan Dementia Working Group has spoken at the national legislature, central, and local governments, and is involved in the discussion of the Basic Plan on Dementia to promote an inclusive society. Part of Japan’s plan is to create dementia-friendly communities.
A message to world leaders
The campaign comes ahead of the UN High-Level Meeting on Non-Communicable Diseases And Mental Health (25 September), where governments will debate future strategies on prevention and care. Dementia has too often been left out of NCD frameworks, leading to a lack of investment and action. On 23 September, ADI and the World Health Organization will co-host a side event in New York to press for dementia to be recognised fully within global health strategies.
“Every year of inaction condemns millions more people living in the dark.” said Barbarino. “If governments put dementia at the centre of NCD strategies, public attitudes would shift with it.”
