Cognito Therapeutics, a late clinical-stage neurotechnology company pioneering non-invasive neuroprotective therapies in neurodegenerative diseases, today announced a partnership with the Initiative to Change the “D-Word,” and a commitment to discontinue use of the word “dementia” across all internal and external communications.
This collaboration reflects a shared effort to advance more precise, patient-centered language that reduces stigma and supports earlier recognition of cognitive change. By adopting clearer, more accurate terminology, Cognito aims to help individuals and families engage in earlier conversations, seek support sooner, and connect more quickly with appropriate medical care.
Cognito’s work focuses on advancing a non-invasive therapeutic approach designed to engage brain network activity associated with preserving cognition, daily function, and brain structure. As part of its partnership with the Initiative to Change the “D-Word,” the company is updating its terminology to better align with contemporary neuroscience and clinical practice.
“Clear, precise language can make it easier for individuals and families to seek help early,” said Christian Howell, CEO of Cognito Therapeutics. “Our mission is to deliver a therapy that slows decline and helps people maintain independence. Retiring the word ‘dementia’ reflects our commitment to communication that supports earlier engagement with clinicians and more informed care decisions.”
Mike Zuendel, Founder and Advocate-in-Chief of the Initiative to Change the “D-Word,” welcomed the announcement. “Cognito is showing how companies can lead by pairing scientific rigor with thoughtful communication. Choosing terminology that is specific and respectful helps reduce stigma and encourages earlier action, which is critical for individuals experiencing cognitive change.”
Leveraging the Initiative’s Language Guide, Cognito has already removed the term “dementia” from its scientific materials, patient resources, clinical study communications, and public-facing content. The updated language is designed to be clear, non-stigmatizing, and aligned with the company’s mission of supporting people living with Alzheimer’s disease and other neurodegenerative conditions.
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