No field in science is experiencing sucn explosive growth as brain science. Once thought to be fully matured by adolescence, neuroscientists now assert that brain development continues until around the mid-20s. But even that may be proven wrong.
Why should this matter to marketers -- the main readership of this blog? Because increasingly understanding how the brain works across the full lifespan is considered important to marketers -- so much so that a new subbranch of marketing called neuromarketing has cropped up.
What we are learning about the brain is radically altering our view of the mind throughout the seasons of life, especially in the final decades of life. For instance, brain scientists have now determined that the brain has a previously undetected plasticity that enables it to "rewire" itself in the latter years of life when it was formerly thought brain power inevitably waned like a battery about to expire.
Posit Science, a San Francisco startup is betting on the proposition that brain fitness is about to become big business. The company has developed a computer mediated program that field trials indicate can reverse age onset cognitive decline among 70, 80 and even 90-year-olds by an average of 10-plus years and by as much as 20 and even 30 years.
This week the lead story
on CBS News Sunday Morning was about breakthroughs in brain science that will
change how we age as well as how we treat neurological conditions. CBS
correspondent John Blackstone reported the piece, entitled Think Again: The
Human Brain. Much of the report focuses on the Posit Science Brain Fitness Program which has been shown to significantly improve
brain function in studies among people 50 and older. Participants in the studies
are interviewed, as are prominent scientists. Click
here to see the video.
David --
Good post. Posit Science is up to something huge. Be well.
--Atare
Posted by: Atare Agbamu | January 19, 2006 at 07:20 PM
Nice summary - the idea of brain fitness is already out there in the population. The other day I was blogging in a coffee shop, and the lady next to me was working a crossword puzzle. "Alzheimer's prevention," she told me. "I do one every day."
Posted by: NeuroGuy | January 20, 2006 at 11:02 PM
NeuroGuy,
Isn't it amazing how the brain has really caught on? I mean, 20 years ago brain "stuff" was for academicians and doctors. Now nearly everyone seems to want to know more about the brain and how to keep it in good shape.
DBW
Posted by: David | January 22, 2006 at 09:35 PM
WARNING: I have been told that I am a bit long-winded but I was moved to comment on Lindsay's reenct blog.I had read the same article regarding the retirement issue and found it very interesting. I have experienced, first hand, the range of effects that retirement can have on an individual's cognitive functioning within my own family specifically in three family members.The first struggled most of his life financially and worked hard physical jobs to support his family. With his body starting to give out on him he decided to retire. In retirement he became very sedentary and his cognitive decline was very apparent within only a few short months.The second, choose to not retire when she became eligible due to the financial implications for her family although she desperately wanted to retire. I believe, because she loves her job and performs a wide range of duties, work has kept her young and quite mentally sharp. I also believe, that her being surrounded by younger, vibrant individuals that challenge her everyday, helps her tremendously.The third, choose to retire early. Upon retirement he has become active in community projects, travels frequently and spends significant time with his kids and grandchildren playing games, exercising, helping them with their homework. There is no question to me that his stimulating lifestyle since his retirement has played an enormous role is his staying mentally sharp. He continues to be active and more importantly challenges himself to try new things, whether that be travelling to a new place, exploring new restaurants or learning new games.I have also talked to many people who have or are facing the retirement question and there has been a common thread in their fear of retiring becoming old and simply wasting away because they don't know what to do with themselves.That is one of the reasons I am so excited and thrilled to be apart of Marbles showing people that there are ways to stay sharp and healthy as the years try to get the better of us. I am so thankful that I get to help people who wish to fight back and not let aging defeat them and continue to enjoy a full life with their families and friends. The one thing that challenges me most is getting the word out to people that there is a place like Marbles: The Brain Store to help them fight the fight. One of my main personal goals with my job at Marbles is to bring Marbles or at least the awareness of Marbles, to as many people as I can in order to help as many individuals and families as we can.One of my favorite moments at Marbles was a few weekends ago when I had two sisters come in the store to talk to me about their father who had reenctly been diagnosed with Alzheimer's. We talked for quite awhile so I could learn as much as I could about his lifestyle so that I could offer them the right products for him. They were tearing up most of the visit, but they were so appreciative that they had a place like Marbles to go to for help. Once we found some products to help their father, we sat down and talked about ways to help them stave off their own cognitive decline. Their visit was probably about two hours long and ended with hugs! I was so thankful that I am in a position to help people and extremely grateful that Marbles has given me the opportunity to impact peoples lives in a positive way.
Posted by: Lameta | April 26, 2012 at 07:42 PM