Successful ageing continues to be a key theme in contemporary ageing discourses, where good physical and cognitive health in older age is an individualised responsibility. This paper explores how Australian aged care stakeholder discourse contributes to constructions of self-responsibility for brain health and dementia prevention in older persons. Brain health advice messages about diet, exercise and ‘brain fitness’ by aged care stakeholders are argued to construct a moral framework of ‘brainwork practices’ to prevent or delay dementia. This study performed discourse analysis of a sample of public online aged care stakeholder documents (N = 170) to reveal three key concepts in discursive constructions of dementia. The first concept characterises dementia as a disastrous force to be opposed; the second is a biomedical concept of dementia as preventable (or able to be delayed) in a ‘successful’ older age, while the third reflects neurocultural ideas that fetishise perfect memory as the best defence against cognitive decline and dementia. Identifying this matrix of responsibilising ‘brainwork practices’ messages by aged care stakeholders makes a contribution within social gerontology to revealing neoliberal conceptions of older age as an outcome of lifestyle and consumer choices, where dementia is constructed as ‘failed’ or ‘unsuccessful’ ageing.
