Adults in the US fear Alzheimer's disease more than cancer, stroke, and heart disease combined. Today, more than 6 million Americans have Alzheimer's and related dementias, and that number is projected to double in coming years. Unfortunately, stigma associated with Alzheimer's disease often prevents people from seeking a cognitive assessment when symptoms arise. Similarly, stigma raises barriers that block physicians and patients from communicating openly about memory concerns. This panel will discuss the results of an AARP national survey of consumers and health-care providers examining the stigma surrounding dementia. The discussion will highlight why early detection of dementia can help alleviate fear, discuss ways to reduce risk, and chart a way forward to increase diagnosis and improve care.