Global headlines tout the benefits of exercise, diet, brain training and social activity in reducing dementia risk.
In recent years, medical journals have amplified this message to encourage people to take control of their cognitive futures through lifestyle change.
Last year, The Lancet estimated up to 45% of dementia cases worldwide could theoretically be delayed or prevented by addressing modifiable risk factors.
These messages are undeniably hopeful. They suggest personal effort, combined with emerging scientific evidence, can help to overcome a disease long seen as inevitable.
This can lead to a two-tiered system, where affluent people are praised for their proactive brain health, while marginalised groups face barriers to participation and are blamed for their perceived inaction.