US – A new study published in Neurology reveals a significant increase in self-reported cognitive difficulties among US adults, particularly those under 40. Analysing more than 4.5m survey responses from 2013 to 2023, researchers found that the overall rate of cognitive disability rose from 5.3% to 7.4%, with the most pronounced increase among adults aged 18 to 39, whose rates nearly doubled from 5.1% to 9.7%.
The study also highlights disparities based on socioeconomic factors. Adults with household incomes under £26k ($35k, €30k) and those without a high school diploma experienced the largest increases in cognitive difficulties. Racial and ethnic disparities were also evident, with Native Americans reporting the highest prevalence, rising from 7.5% to 11.2%.
These findings resonate with broader observations of Gen Z and younger Millennials who are navigating information overload, economic instability and heightened responsibilities in adulthood. As detailed in LS:N Global’s Gen Z Now and Next report, this generation faces a paradox: they are driven to enact change but often feel paralysed by the weight of global challenges and personal uncertainties.
Study author Dr Adam de Havenon from Yale School of Medicine emphasises the need for further research to understand the underlying social and economic factors contributing to these trends and their potential long-term implications for health and workforce productivity.
Strategic opportunity
Brands, employers and policymakers can’t rely on behavioural assumptions. Empathy and nuanced insight into economic, social and environmental influences enable organisations to develop strategies that are inclusive, responsive and future-ready