Oral-B Launches The Big Rethink 2026 and Major Disability-Focused Oral Health Study

Oral-B has announced The Big Rethink 2026, the latest phase of its oral health inclusion program developed in partnership with the International Association for Disability and Oral Health (iADH). Central to this initiative is Project Steady, one of Europe’s largest real-world studies examining oral care experiences among people with disabilities, their carers, and dental professionals. The announcement highlights new research indicating that 41% of Europeans identify as living with a disability, a four-point increase from previous data. The study aims to address significant disparities in oral care, noting that over half of individuals with physical or cognitive disabilities struggle with daily routines compared to non-disabled peers. Building on a successful pilot involving dexterity-impaired patients, which showed reduced plaque and improved gum health using specialized tools, the program seeks to remove barriers through inclusive design and evidence-based education. Oral-B emphasizes the critical link between oral health and whole-body well-being, aiming to empower individuals to manage their health effectively despite physical or cognitive challenges.