One of the biggest challenges facing our field is a transformation in the target therapeutic population, from a clinical population with an existing diagnosis of mild cognitive impairment (MCI) or dementia associated with AD to cognitively normal individuals at high risk in the community. It is imperative for our field to alter the conceptual framework surrounding recruitment science in AD prevention trias. In order to do this, we must increase public awareness to engage, educate, and identify potentially high-risk individuals for participation in AD prevention trials.