Welcome to the September issue of The Highlight

A fledgling “loneliness economy” is booming on the back of warnings about just how bad loneliness can be for us — “comparable to smoking up to 15 cigarettes a day,” as one often-cited comparison puts it. But can we really spend our way out of loneliness? In this month’s Highlight cover story, Allie Volpe breaks down the false promise of startups promising to banish loneliness (for a price), the real symptom they may be concealing, and a better way to bring people together. Also in this issue: How to know your true self. The ocean’s under-explored “twilight zone.” Making friends by lying to them. And why is it so hard to donate a brain? You’re a people pleaser? Here’s how to not lose yourself. By Shayla Love Can you spend your way out of loneliness? By Allie Volpe Inside a quest to learn about the ocean’s mysterious “deep reefs” By Byrd Pinkerton Why is it so hard to give away my dad’s brain? By Courtney E. Martin How to make friends by lying to them By Constance Grady Alzheimer’s treatment is advancing rapidly — and there’s one thing all of us can do to help By Dylan Scott