The Rise of Brain Health as a Mainstream Concern

Not long ago, brain health was something most people didn’t think about—until it became impossible to ignore. Conversations about cognitive decline, mental health, brain fog, and cognitive resilience, have moved out of the shadows and doctors’ offices and into family kitchens and corporate boardrooms. What used to be a niche topic for neurologists and researchers is now a mainstream conversation, touching millions of lives and drawing the attention of technologists, investors, policymakers, and everyday people who want to live longer, healthier, and more independent lives.

The global burden of brain-based illnesses is immense and growing. In 2021, the World Health Organization (WHO) reported that neurological illnesses were collectively the leading culprit of illness and disability worldwide, with 1 in 3 individuals affected. For dementia alone, nearly 10 million new cases are diagnosed yearly, and the total number is projected to triple by 2050. Additionally, the COVID-19 pandemic caused cognitive issues and mental health challenges for people of all ages. A 2022 survey of long COVID patients revealed that 57% reported persistent cognitive symptoms, like brain fog and memory problems.

At the same time, a large-scale study found that older adults who’d had COVID-19 faced a 69% higher risk of developing Alzheimer’s within a year of infection. The pandemic’s toll on mental health was also significant, as evidenced in the early 2020s by the many people who publicly acknowledged their own and others’ mental illness, either brought on by or worsened by the loneliness and isolation of physical distancing.  

The potential economic upside of focusing on brain health adds to the imperative to prioritize it. The McKinsey Health Institute estimates that advancements in cognitive wellness could unlock $26 trillion in global economic value by 2040. Much of this comes from delaying or preventing neurodegenerative conditions that require costly long-term care and rob societies of human potential. This includes reduced strain on healthcare systems and fewer unpaid caregiving hours.

Brain health has become a priority for health systems, tech innovators, and individuals. Although neurological disorders, serious mental illness, dementia, or cognitive decline have historically been difficult to predict, prevent, diagnose, and treat, recently developed combinations of high-tech tools, lifestyle interventions, and broader societal awareness are challenging the status quo.

Science and technology are transforming how we diagnose brain conditions and intervene to improve brain health. New Alzheimer’s blood tests—some over 90% accurate—are supplementing invasive spinal taps and costly PET scans. fMRI can spot early decline before symptoms appear. AI is advancing fast, analyzing speech, MRI scans, and even smartphone use to detect subtle cognitive shifts. At Boston University, researchers have built an AI model that predicts whether someone with mild cognitive impairment will develop Alzheimer’s within six years—using only voice recordings.

Recent research shows that even those at high genetic risk for brain-related conditions like dementia or depression aren’t necessarily destined for them. A 2024 Lancet Commission report found that up to 45% of dementia cases could be delayed or prevented by addressing 14 lifestyle factors—like managing hypertension, hearing loss, diabetes, and depression, and staying socially active, eating well, and exercising.

Studies show that adults who adopt four or five healthy behaviors have a 60% lower risk of developing Alzheimer’s compared to those who adopt none. And it’s never too late to start—older adults adopting new routines still see real cognitive benefits.

“There is so much potential for dramatic breakthroughs in brain science. However, we’re entering an era where we understand that people have a degree of agency over their own brain health and should not simply wait for scientific breakthroughs to address brain illnesses,” says Cara Altimus, PhD, managing director of the Science Philanthropy Accelerator for Research and Collaboration (SPARC) team at Milken Institute Strategic Philanthropy. “The more we understand how lifestyle factors impact cognitive resilience, the more power individuals have to shape their brain health outcomes and the more we collectively understand the value of pushing the science forward.”

The commercial landscape is also catching up to this growing interest. According to industry research, the global digital brain health market is valued at over $248 billion and is expected to nearly double by 2034. Venture capital investments in neurotech topped $1.4 billion in 2023 alone, indicating strong investor confidence. Major tech firms and startups are investing in cognitive wearables, brain-computer interfaces, and real-time monitoring tools.

This growing body of knowledge has inspired a wave of new tools for consumers, including the  digital cognitive testing tools “Staying Sharp” from AARP, UsAgainstAlzheimer’s BrainGuide, BetterBrain’s dementia risk test, and the McCance Brain Care ScoreTM. Platforms like Mindstrong have explored using smartphone metadata to monitor real-time brain function. Apps like Lumosity, with over 100 million users, reflect the growing appetite for brain training and mental fitness. At the same time, AI and wearable technology are becoming more sophisticated—from EEG headbands that track brain waves to VR programs designed to boost focus and memory.

“Technology is allowing us to move from generalized brain health advice to highly personalized interventions,” Altimus says. “With real-time data tracking and AI-driven insights, we can provide people with actionable recommendations tailored to their unique cognitive profiles.”

Wearables and other tools are also creating new ways for individuals to engage with their cognitive health daily. Devices that monitor sleep, movement, and even voice patterns can now generate personalized brain health reports, enabling users to track metrics such as memory, processing speed, and executive function, identifying areas of strength and concern. These tools provide early warnings of cognitive decline and offer tailored suggestions for lifestyle changes to reduce risk.

Similarly, a SPARC-led initiative on bipolar disorder, Breakthrough Discoveries for thriving with Bipolar Disorder (BD2), is building a large data platform that links wearable data, like sleep patterns, with genetic sequences, brain scans, blood test results from thousands of individuals with the disorder. This integration is central to BD2‘s goal: ensuring new findings—such as how certain sleep schedules might help regulate mood—can be quickly validated in real-world bipolar populations, helping more people with the disorder thrive day to day.

Equity

Not everyone has the same access to medical advances, or ability to make lifestyle changes. In the U.S., Black and Hispanic Americans face significantly higher rates of dementia than white Americans, but are far less likely to receive an early diagnosis. Globally, more than 60% of people with dementia live in low- and middle-income countries, where care resources are scarce. Rural populations, even in wealthy countries, are underserved. A 2023 global study found that one in five people with dementia receive no caregiving assistance at all. Socioeconomic disadvantage in childhood is associated with a 200-300% increase in mental health illness in adulthood. 

“Equity in brain health is the next frontier,” says Altimus. “True progress means making these advancements accessible to everyone, regardless of socioeconomic status.”

Significant initiatives are stepping in to bridge these gaps. The 10,000 Brains Project, a philanthropic initiative incubated in partnership with SPARC, will support scientific institutions in combining different types of data, including brain scans and clinical records, to map neurodegenerative disease patterns across populations to move toward precision diagnostics and therapeutics for neurodegenerative diseases. The project aims to use AI models trained on diverse datasets to identify previously undetected trajectories of cognitive decline—especially in populations historically underrepresented in clinical research. 

Milken Institute’s Role

The Milken Institute has become a leader in the brain health space. SPARC partners with funders in the biomedical and healthcare fields to guide philanthropic dollars to where they can make outsized impact in early-stage scientific research as well as in later-stage application to people’s lives.  The Alliance to Improve Dementia Care brings together advocacy organizations, academic researchers, policymakers, providers, philanthropists and people living with dementia and caregivers to advance prevention, early detection and diagnosis, and access to comprehensive and equitable care.

“Our goal is to break down silos and create a more unified approach to address the fragmented and costly dementia care journey ,” says Diane Ty, managing director of the Milken Institute Future of Aging team. “We want to ensure that breakthroughs in diagnostics and treatments translate into real-world impact as we march toward a world where precision medicine for brain health becomes the norm.”

Despite all the innovation, a key challenge remains in treating brain health as a holistic concept. “While distinctions of “mental health” and “neurological disease,” may be necessary for medical professionals, the brain is a single organ and doesn’t care about the difference between the two,” says Sylvie Raver, senior director of the SPARC team at Milken. “As we learn more about the brain, it’s increasingly clear that what’s good for your mental health is good for preventing neurological and neurological disease as well.”  

Researchers and advocates are pushing for messaging that connects scientific insights to everyday habits. That means championing a healthy diet, restorative sleep, regular exercise, and social connection as foundational elements of cognitive wellness.

“We need to stop thinking about brain health as separate from overall health,” Raver explains. “The health of our brains is deeply connected to what we eat, how we move, manage stress, and even interact with others. It’s clear that what’s good for our bodies is good for our brains.”

Academic institutions are also contributing to this multidisciplinary ecosystem. Universities are launching new brain health centers that bring together neuroscientists, engineers, and behavioral scientists to collaborate on early detection and intervention strategies. Public-private partnerships are accelerating clinical trials and scaling up promising technologies. At the same time, philanthropy is fueling bold research into precision medicine, diverse and multimodal data sets, and models of care that are best for various serious mental illnesses. According to Altimus, “Philanthropic partnerships with scientists, universities, and startups are driving a renaissance in brain health discovery and new tools that can pay dividends in improving health and quality of life for everyone.”

It’s not just a matter of innovation—it’s about integrating common-sense good practices into routine healthcare, schools, and the workplace. Primary care practices are starting to include cognitive screenings in annual physicals. Employers are offering mental fitness programs as part of their wellness benefits. Schools are introducing neuroscience-based curricula to promote cognitive development from a young age. These efforts aim to make brain health a regular part of life, not just a concern in old age.

The future of brain health will be defined by personalization, prevention, investment, and equity.

“The next decade will be transformational,” Ty predicts. “By working together, we can create a future where brain health is integrated into every aspect of life, from healthcare systems to workplace wellness initiatives.”