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The probability of any American having dementia in their lifetime may be far greater than previously thought. For instance, a 2025 study that tracked a large sample of American adults across more than three decades found that their average likelihood of developing dementia between ages 55 to 95 was 42%, and that figure was even higher among women, Black adults and those with genetic risk. Now, a great deal of attention is being paid to how to stave off cognitive decline in the aging American population. But what is often missing from this conversation is the role that chronic stress can play in how well people age from a cognitive standpoint, as well as everybodys risk for dementia. We are professors at Penn State in the Center for Healthy Aging, with expertise in health psychology and neuropsychology. We study the pathways by which chronic psychological stress influences the risk of dementia and how it influences the ability to stay healthy as people age. Recent research shows that Americans who are currently middle-aged or older report experiencing more frequent stressful events than previous generations. A key driver behind this increase appears to be rising economic and job insecurity, especially in the wake of the 2007-2009 Great Recession and ongoing shifts in the labor market. Many people stay in the workforce longer due to financial necessity, as Americans are living longer and face greater challenges covering basic expenses in later life. Therefore, it may be more important than ever to understand the pathways by which stress influences cognitive aging. Social isolation and stress Although everyone experiences some stress in daily life, some people experience stress that is more intense, persistent or prolonged. It is this relatively chronic stress that is most consistently linked with poorer health. In a recent review paper, our team summarized how chronic stress is a hidden but powerful factor underlying cognitive aging, or the speed at which your cognitive performance slows down with age. It is hard to overstate the impact of stress on your cognitive health as you age. This is in part because your psychological, behavioral and biological responses to everyday stressful events are closely intertwined, and each can amplify and interact with the other. For instance, living alone can be stressfulparticularly for older adultsand being isolated makes it more difficult to live a healthy lifestyle, as well as to detect and get help for signs of cognitive decline. Moreover, stressful experiencesand your reactions to themcan make it harder to sleep well and to engage in other healthy behaviors, like getting enough exercise and maintaining a healthy diet. In turn, insufficient sleep and a lack of physical activity can make it harder to cope with stressful experiences. Stress is often missing from dementia prevention efforts A robust body of research highlights the importance of at least 14 different factors that relate to your risk of Alzheimers disease, a common and devastating form of dementia and other forms of dementia. Although some of these factors may be outside of your control, such as diabetes or depression, many of these factors involve things that people do, such as physical activity, healthy eating and social engagement. What is less well-recognized is that chronic stress is intimately interwoven with all of these factors that relate to dementia risk. Our work and research by others that we reviewed in our recent paper demonstrate that chronic stress can affect brain function and physiology, influence mood and make it harder to maintain healthy habits. Yet, dementia prevention efforts rarely address stress. Avoiding stressful events and difficult life circumstances is typically not an option. Where and how you live and work plays a major role in how much stress you experience. For example, people with lower incomes, less education or those living in disadvantaged neighborhoods often face more frequent stress and have fewer forms of supportsuch as nearby clinics, access to healthy food, reliable transportation or safe places to exercise or socializeto help them manage the challenges of aging As shown in recent work on brain health in rural and underserved communities, these conditions can shape whether people have the chance to stay healthy as they age. Over time, the effects of stress tend to build up, wearing down the bodys systems and shaping long-term emotional and social habits. Lifestyle changes to manage stress and lessen dementia risk The good news is that there are multiple things that can be done to slow or prevent dementia, and our review suggests that these can be enhanced if the role of stress is better understood. Whether you are a young, midlife or an older adult, it is not too early or too late to address the implications of stress on brain health and aging. Here are a few ways you can take direct actions to help manage your level of stress: Follow lifestyle behaviors that can improve healthy aging. These include: following a healthy diet, engaging in physical activity and getting enough sleep. Even small changes in these domains can make a big difference. Prioritize your mental health and well-being to the extent you can. Things as simple as talking about your worries, asking for support from friends and family and going outsid regularly can be immensely valuable. If your doctor says that you or someone you care about should follow a new health care regimen, or suggests there are signs of cognitive impairment, ask them what support or advice they have for managing related stress. If you or a loved one feel socially isolated, consider how small shifts could make a difference. For instance, research suggests that adding just one extra interaction a dayeven if its a text message or a brief phone callcan be helpful, and that even interactions with people you dont know well, such as at a coffee shop or doctors office, can have meaningful benefits. Walkable neighborhoods, lifelong learning A 2025 study identified stress as one of 17 overlapping factors that affect the odds of developing any brain disease, including stroke, late-life depression and dementia. This work suggests that addressing stress and overlapping issues such as loneliness may have additional health benefits as well. However, not all individuals or families are able to make big changes on their own. Research suggests that community-level and workplace interventions can reduce the risk of dementia. For example, safe and walkable neighborhoods and opportunities for social connection and lifelong learningsuch as through community classes and eventshave the potential to reduce stress and promote brain health. Importantly, researchers have estimated that even a modest delay in disease onset of Alzheimers would save hundreds of thousands of dollars for every American affected. Thus, providing incentives to companies who offer stress management resources could ultimately save money as well as help people age more healthfully. In addition, stress related to the stigma around mental health and aging can discourage people from seeking support that would benefit them. Even just thinking about your risk of dementia can be stressful in itself. Things can be done about this, too. For instance, normalizing the use of hearing aids and integrating reports of perceived memory and mental health issues into routine primary care and workplace wellness programs could encourage people to engage with preventive services earlier. Although research on potential biomedical treatments is ongoing and important, there is currently no cure for Alzheimers disease. However, if interventions aimed at reducing stress were prioritized in guidelines for dementia prevention, the benefits could be far-reaching, resulting in both delayed disease onset and improved quality of life for millions of people. Jennifer E. Graham-Engeland is a professor of biobehavioral health at Penn State. Martin J. Sliwinski is a professor of human development and family studies at Penn State. This article is republished from The Conversation under a Creative Commons license. Read the original article.
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The lab as we know it today is being transformed by how we think about medical research and drug discovery, as well as the intersection of artificial intelligence and biotechnology. As someone who has transitioned from a doctor to a tech CEO, Ive witnessed firsthand how our mindset around medicine and innovation needs to evolve to keep pace with the accelerating changes in technology. In my journey, one of the most important lessons Ive learned is: You can be too smart for your own good. It may sound counterintuitive, but when building a company or investing in new technologies, the smartest people often fall into the trap of overcomplicating things. A brilliant idea isnt always enough. You need the right people who can think creatively, take risks, and make it happen in the real world. For me, the mindset shift from doctor to CEO was about understanding that its not just about medical knowledge; its about building the right ecosystem to nurture that knowledge and turn it into real and transformative change. I believe that a crucial part of that ecosystem for my company, Owkin, is a new form of intelligence: a biological artificial superintelligence (BASI) to complement the ingenious human minds working with us. Next generation AI tools, like K Navigator, Owkins agentic co-pilot for researchers, and K Pro for pharma, which is in the pipeline, will allow us to understand the full complexity of biology that has been beyond human understanding so far. This forms the backbone of Owkins mission: We are creating the next-generation pharma focused on discovering cures and significantly enhancing pipeline value by developing a new intelligence system capable of decoding biological truths at scale. AI can fill the innovation gap left by pharma As the pharmaceutical industry increasingly focuses on a handful of blockbuster drugs, its leaving behind many areas of medicine that are crucial for the future of healthcare. Too many diseases remain uncured as traditional pharma struggles to navigate the complexity of biology to augment care with efficient new molecules and diagnostics. From rare diseases to precision oncology, theres an innovation gap that AI is perfectly positioned to fill. AI can identify previously overlooked opportunities and streamline the development of treatments that are highly personalized and targeted. Unlike traditional pharmaceutical companies that are heavily reliant on large-scale, high-risk projects, AI companies can operate in a more agile, data-driven way. We can make smaller, more informed bets, leveraging machine learning and vast datasets to uncover insights that were once out of reach. This shift enables faster and more efficient drug discovery, with the added benefit of offering solutions for diseases that may not have attracted the attention of big pharma. Cell lines alone aren’t going to work Most traditional biological research has been based on cell linescells removed from the human body and grown in petri dishes. But as we look to the future, theres a growing realization that cell lines, and other traditional research methods, are becoming outdated. While once a staple in biomedical research, they do not accurately replicate the complexity of human biology, and they fail to capture the diversity and variability that exists in real patients. AI-driven models are capable of moving beyond the limitations of cell lines by integrating data both from research done in cells and tissues removed from the body (in vitro) and from research done in living animals (in vivo). This validation approach, which incorporates multiple data types and sources, allows us to create more reliable and predictive models of human diseases. Science is advancing, and so is regulation. The FDAs recent announcement of plans to phase out animal testing in favor of more effective, human-relevant methods means that we are entering an era where therapies can be tested on human tissue models from the very start. In collaboration with leading academic centers, Owkin has developed a patient-derived, lab-grown organoid (a mini version of a human organ), a breakthrough that brings us closer to faster, more accurate, and humane drug discovery. The combination of clinical data, genomic insights, and AI not only accelerates the development of new treatments but also increases their chances of success in clinical trials. The lab of the future The lab of the future will be one where AI is at the center, guiding discovery, improving precision, and increasing efficiency. Validation using real-world data will allow us to make better decisions and achieve higher rates of success. The traditional research process is being upended by these new technologies, and thats a good thing. The future of medicine will not just rely on human expertise, but on the power of AI and data to transform how we understand and treat disease. AI will deliver transformative therapies at an exponential scale, addressing the complexities of biology that traditional pharmaceutical approaches often cannot solve. Labs will become automated and serve as the ultimate playground for scientists, driving the future of drug discovery by harnessing the full potential of advanced AI systems. In these dynamic labs, organoids and agents will come together to work in synergy, allowing scientists to model and simulate human biology with greater accuracy. AI-driven technology will decipher biological patterns to identify the patients most likely to respond to specific treatments, significantly improving the chances of success in clinical trials and beyond. Seamlessly integrating these cutting-edge tools into the lab environment will transform the way we approach drug discovery, targeting diseases with a level of precision that was previously unimaginable. By pioneering the use of data, biology, and AI to decode the fundamental mechanics of disease and advance medical science, it will be possible to establish a foundation for the future of a “positive singularity” in medicine. Through this innovative ecosystem, AI can revolutionize medicine. The time to innovate is now, and the possibilities are endless. Thomas Clozel is cofounder and CEO of Owkin.
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E-Commerce
Lets get this out of the way: We constantly live in uncertain times. Periods of tranquility are actually an aberration, if not an illusion. The relationship between marketing budgets and economic volatility has always been complex. What were witnessing isn’t just the usual ebb and flow of consumer confidence or standard market corrections. Its an unprecedented convergence of tariff confusion, inflationary pressures, supply chain disruptions, and debt refinancing challenges. As I talk to CMOs and marketing leaders across industries, one word keeps surfacing: paralysis. Decision makers find themselves frozen, unsure whether to commit to long-term advertising contracts, unable to accurately forecast costs, and struggling to craft messaging that resonates in a consumer landscape where spending power is increasingly unpredictable. The historical perspective: Who thrives in downturns? When I look back at previous economic contractionsparticularly 2008 and 2020a clear pattern emerges that separates survivors from thrivers. In 2008, as financial markets collapsed, brands like Amazon, Netflix, and Hyundai didn’t retreat. They advanced. Netflix invested heavily in its streaming service during the financial crisis, laying the groundwork for its eventual dominance. Hyundai introduced its ground-breaking Assurance Program, allowing customers to return newly purchased vehicles if they lost their jobsa true masterstroke that increased Hyundai’s market share while competitors were seeing double-digit sales declines. The 2020 pandemic presented similar divergent paths. While many brands slashed marketing budgets in panic, companies like Zoom and DoorDash significantly increased their marketing investments, recognizing the unique moment to capture market share when consumers were rapidly forming new habits. The common thread? These companies didnt view marketing as a discretionary expense to be cut during uncertainty. They saw it as a strategic lever, one that should be pulled harder during hard times. 4 strategic approaches for the uncertainty-conscious marketer Here’s what the most forward-thinking marketers are doing now to navigate the choppy waters ahead: They’re embracing flexibility in all media contracts. The days of rigid, long-term commitments are giving way to more agile arrangements that allow for budget reallocation as economic conditions shift. This means negotiating pause clauses, shorter commitment windows, and performance-based terms that protect all contracted parties. Budgets are shifting toward measurable, adaptable channels. While social media and traditional media face the deepest anticipated cuts (41% and 43% respectively), digital advertising continues to gain market share despite economic concerns. Digital is projected to encompass up to 79% of total ad spend by 2030, up from its current 67%. Message content is being entirely rethought. In the face of economic anxiety, brands need messaging that acknowledges reality while providing genuine value. We’re seeing this play out in automotive advertising, where some manufacturers are emphasizing their American manufacturing credentials. Fords From America, For America campaign represents a strategic positioning that resonates in an era of tariff concerns. As Hyundai, in 2008, these advertisers are using the moment to emphasize their particular brands appeal. AI is being leveraged not just for cost cutting but for scenario planning. The most sophisticated marketing teams are using AI to model multiple economic outcomes and prepare messaging, budget allocations, and channel strategies for each scenario. The creative reset: How agencies have already adapted Its worth noting that the industry isnt starting from scratch in facing these challenges. Client behavior on creative development has undergone a dramatic transformation over the past several years. The best independent agencies have already restructured their operations in response. Gone are the days of lengthy creative development cycles and rigid campaign frameworks. Anticipating these changes years ago, independent shops have largely embraced agile methodologies that align perfectly with today’s economic realities. In many ways, the independent agency sector has already prepared for exactly this kind of destabilizing environment. Theyve built their businesses around speed and adaptability rather than scale and standardization. As such, theyre uniquely positioned to help steer brands through bumps ahead without sacrificing creative impact or market presence. Brand versus performance in uncertain times Perhaps the most critical strategic question facing marketers is how to balance brand building against performance marketing when budgets contract. Historical data consistently shows that brands maintaining or increasing their share of voice during downturns emerge in stronger positions when markets recover. Yet short-term revenue pressures make performance marketing irresistibly tempting when every dollar must be justified. The smart play here isnt choosing one over the other but reimagining how all of these factors work together. Performance marketing can be designed to build brand equity simultaneously. Brand marketing can incorporate more direct response elements. The artificial wall between these disciplines must come down to survive economic headwinds. Opportunity within adversity The brands that will emerge strongest from this period of uncertainty won’t be those with the largest budgets, but those with the clearest strategic vision, the most agile execution, and the courage to maintain presence when competitors retreat. Economic uncertainty doesnt change the fundamental truth that share of voice leads to share of market. It simply raises the stakes and rewards those who can maintain their voice when others fall silent. Looking at the latter half of 2025, the marketing leaders who view this period not as a time to hide but as a rare opportunity to stand out will be the ones writing the success stories we’ll be studying for years to come. Tim Ringel is global CEO of Meet The People.
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E-Commerce
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