For Mike Zuendel, the journey toward advocacy began long before his own diagnosis. A Des Moines native and pediatric dentist by training, Mike’s life has been shaped by Alzheimer’s—first as a caretaker for his parents, and later as someone living with the condition himself. In 2020, at age 66, he was diagnosed with Mild Cognitive Impairment due to Alzheimer’s disease.
Frustrated by the stigma surrounding cognitive impairment – and especially by the dehumanizing label “demented” – Mike launched the Initiative to Change the “D-Word,” a non-profit organization dedicated to eliminating the use of the “D-word” (“dementia/demented”) and replacing it with language that is person-centered, respectful, and rooted in scientific accuracy.
In April 2025 at the American Society on Aging conference, the Initiative launched a comprehensive Language Guide that equips organizations, healthcare providers, media, and individuals with practical recommendations and empowering alternatives to replace the “D-word” with language that respects identity and promotes dignity.
“The word dementia doesn’t just describe a condition – it defines people, often in ways that strip away their identity and humanity,” Mike says. “We need to talk about cognitive impairment in a way that opens doors, not closes them.”
Since its creation in July 2024, the Initiative has brought together a growing coalition of stakeholders across advocacy, research, industry, and health systems. From policymakers to patient advocates and leading neuroscientists, the movement is uniting voices around one shared goal: to eliminate the stigma of cognitive impairment by changing the language we use to describe it.
Stead Impact Ventures is among the first major organizations to formally join the effort, leveraging its expertise in impact investing and healthcare innovation to help drive meaningful change in the fight against cognitive impairment.
Dana Larson, Stead’s Chief Marketing Officer, brings her voice and leadership to the Initiative’s Advisory Committee, reinforcing the importance of language in advancing care and early detection.
“Language matters, and by eliminating outdated and stigmatizing terminology, we create an environment where individuals feel empowered to seek early detection and treatment, participate in clinical trials, and drive innovation in Alzheimer’s and related diseases.” said Dana. “We invite our network of Stead-funded companies to join us in making this simple yet powerful change.”
The Initiative to Change the “D-Word” is just getting started – but the momentum is real. As more organizations, experts, and individuals join the cause, the movement to replace stigmatizing language with language that empowers and respects those living with cognitive impairment is gaining strength. With every voice added to the conversation, we move closer to a future where language reflects dignity, fosters understanding, and ensures that every person living with cognitive challenges is seen, heard, and valued.
“We are thrilled to welcome Stead Impact Ventures as a partner in this initiative,” said Mike. “By taking this step, Stead Impact Ventures is leading by example — ensuring its language reflects the dignity and accuracy that people with cognitive impairment deserve. We hope others will follow their lead.”
