Widely used by journalists, researchers, academics, policy experts, lawmakers and health care providers, the Association's annual Alzheimer's Disease Facts and Figures report is the preeminent source of statistics and information about Alzheimer's and all other dementia. The 2025 edition revealed that nearly 4 in 5 Americans would like to know if they were living with Alzheimer's before it impacted their lives and want treatment, even if it comes with risks, as long as it slows the progression of the disease. The accompanying special report, American Perspectives on Early Detection of Alzheimer's Disease in the Era of Treatment, provided a comprehensive look into the evolving public perception of Alzheimer's disease.

The Association's website, alz.org, continued to serve as a valuable resource on Alzheimer's care, support and research, providing services to constituents 24 million times. The Association also delivered critical Alzheimer's information to the public through 5.9 billion total media impressions in traditional and nontraditional forms, including blogs, social media, and paid and earned placements nationally and locally.

Social media served as a major force in shaping discussions about the disease and in engaging volunteers and donors. The Association's combined social media following on Facebook, Instagram, TikTok, YouTube and X increased by 6% in FY25 to nearly 1.6 million users — evidence of ongoing growth in the public's willingness to join in open dialogue about dementia, caregiving and brain health. Engagement with the Association continued to outperform nonprofit benchmarks, and the Association amplified its reach by engaging advocates, volunteers, community partners, and #ENDALZ Celebrity Champions and influencers on social media.

The Association collaborated with Hallmark Media and actor and Celebrity Champion Ashley Williams on the first-ever appearance of Walk to End Alzheimer's in a feature film. "Falling Together" premiered on the Hallmark Channel on World Alzheimer's Day, a global effort to raise awareness and challenge the stigma around Alzheimer's and all other dementia. More than 1.5 million people viewed the film's premiere, and over 1,000 participants registered for Walk as a result of outreach efforts related to the film.

A new Walk to End Alzheimer's advertising campaign, NOW, focused on the importance of this moment in the fight against Alzheimer's and all other dementia. The campaign — which featured messaging that included "Now is the moment we've been waiting for" and "Now is the time for action" and urged people to start or join a Walk team — featured TV, radio, print, out-of-home, digital and social media placements in English and Spanish.

Actors and Celebrity Champions Samuel L. Jackson, Kimberly Williams-Paisley and Diedrich Bader joined the Association's first-ever fundraising advertising campaign, Generation Hope. The campaign, which included national commercials as well as digital and social media placements, featured each champion encouraging people to support the Association during the holiday giving season.

In recognition of Alzheimer's & Brain Awareness Month in June, the Association encouraged all Americans to take charge of their brain health, offered suggestions on how to do so and detailed ways to support the fight against Alzheimer's and all other dementia.

The Association also partnered with the Ad Council during Alzheimer's & Brain Awareness Month to promote the Some Things Come with Age campaign, aimed at raising awareness of Alzheimer's disease within the Black/African American community. As part of the campaign, Carl V. Hill, Ph.D., MPH, the Association's chief diversity, equity and inclusion officer, participated in a daylong satellite media tour conducting over 20 television and radio interviews that reached nearly 75 media markets across 34 states, generating more than 3 million media impressions. Hill also authored an op-ed published in USA TODAY and syndicated across nearly 40 Gannett-owned publications nationwide, helping to elevate the conversation around early detection and diagnosis in communities disproportionately affected by Alzheimer's.

Building on the success of the Some Things Come with Age campaign, the Warning Signs campaign, also with the Ad Council, launched in April 2025. Warning Signs extends the early detection message into the Black/African American community and encourages families to initiate conversations sooner when they notice potential signs of Alzheimer's or another dementia. By highlighting subtle signs like having trouble completing familiar tasks or frequently forgetting important dates or events, the campaign raises awareness around cognitive and behavior changes that aren't normal aspects of aging.

In addition to showcasing the state-of-the-art in Alzheimer's and dementia science across all categories, the Alzheimer's Association International Conference (AAIC) is a major platform for communicating the Association's global leadership in research. At AAIC 2024 in Philadelphia, the Association's efforts generated more than 5,900 news stories in outlets including including CBS News, NBC News, The New York Times, TIME, Newsweek, CNN, NPR, Associated Press, The Washington Post, Bloomberg News, Reuters News, Forbes, The Daily Beast, National Geographic and People. These stories reached a combined audience of more than 416 million people.

Three-time Latin Grammy Award winner singer-songwriter David Bisbal joined Music Moments, the Association's digital storytelling series exploring the emotional connection between music and the moments in life that we never want to lose to Alzheimer's or another dementia. The second Spanish-speaking artist featured in the series, Bisbal contributed a powerful new rendition of "Mi Princesa," a song of personal significance because his father and his aunt, both of whom are living with Alzheimer's, have always loved it. The Association's Spanish-language public service announcement featuring Music Moments artist Luis Fonsi continued to be broadcast, bringing the campaign's reach to over 563 million people.

The Association expanded its 10 Healthy Habits for Your Brain public brain health awareness campaign, translating materials into three new languages (Chinese, Korean and Vietnamese) and creating a variety of new assets for community distribution. Traffic to the 10 Healthy Habits for Your Brain webpage doubled in FY25.

The Association and Bank of America issued the Cognitive Impairment in the Workplace: Compassionate approaches for a hidden but growing concern white paper. The report found that rates of cognitive impairment and dementia in the workplace are on the rise and offered guidance to help employers create and foster dementia-friendly workplaces.

During National Family Caregivers and National Alzheimer's Disease Awareness Month in November, the Association encouraged the nearly 12 million family members and friends who serve as unpaid dementia caregivers to make their own health an equal priority. The Association offered tips to help caregivers find balance while supporting their overall health and well-being and encouraged people to honor caregivers by sharing a special message of thanks online.

The Association partnered with AJ Foyt Racing for the 2025 NTT INDYCAR Series. Driver Santino Ferrucci represented the Association throughout the season with its logo on his race car, and fans attending the races engaged with the Association through educational displays, donation opportunities and special appearances by Association supporters.

The sporting world continued to rally behind the cause, led by many #ENDALZ Athletes, including NASCAR star Ryan Blaney, whose family participated in Walk to End Alzheimer's in North Carolina and Ohio; NBA player Jett Howard, who attended the Orlando Walk and Orlando Purple Soiree; Chicago Bulls assistant coach John Bryant, who attended the Chicago Walk and emceed the Chicago Rita Hayworth Gala; and Olympian Mariah Bell, who attended the Walk with her family in Texas. These athletes helped make a difference through fundraising, advocacy and awareness by using their voices personally, with their teams and in their leagues.

For the 16th year in a row, the Association placed among the top nonprofits in the annual NonProfit Times list of the Best Nonprofits to Work For, finishing 16th overall and third in the large nonprofit category. The annual survey recognizes and honors​ employers in the nonprofit sector that have excelled in creating quality workplaces, with an emphasis on employee development, recognition measures and culture.