July 22 marks World Brain Day, a global observance emphasizing the importance of brain health. This year, the Alzheimer's Association is using the occasion to promote its new (re)think your brain initiative, which aims to translate the latest brain health research into everyday habits that people can adopt to potentially reduce the risk of dementia.
For years, Alzheimer's disease and other dementias have been viewed as conditions to address only after symptoms appear. However, new science-based research is changing that understanding, showing how lifestyle choices play an important role in supporting brain health over time. Everyday habits, including physical activity, diet, sleep, and mental engagement, may help protect memory and thinking and potentially reduce the risk of dementia.
Despite growing interest in brain health, many people remain unsure how to begin caring for their brain. According to the Alzheimer's Association 2026 Alzheimer's Disease Facts and Figures report, nearly 9 in 10 people say brain health is important, but only 1 in 10 say they know how to maintain it. The (re)think your brain initiative was developed to close that gap, making brain health science easier to understand and turn into meaningful action.
The centerpiece of the initiative is the “6-Step Challenge,” which encourages participants to: (re)think their habits by checking current habits and building a personalized brain health action plan; (re)think their day by starting with one habit and building from there; (re)think their movement by getting regular physical activity; (re)think their diet by tracking nutrition and looking for ways to improve; (re)think their mind by challenging the brain with new learning; and (re)think what's next by monitoring health and inviting a friend to join in the journey toward better brain health.
“The Alzheimer's Association is committed to translating the latest science into practical guidance people can understand and use right away to proactively care for their brain health,” said Joanne Pike, DrPH, president and CEO of the Alzheimer's Association. “Through (re)think your brain, we're helping people take meaningful steps today to help support brain health for years to come.”
This World Brain Day, the Alzheimer's Association invites everyone to take the opportunity to rethink what brain health can really mean. To begin building brain-healthy habits, visit www.rethinkyourbrain.org.
