The Forgotten Sense: The New Science of Smell

The Not Old Better Show, Inside Science Interview Series

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We breathe in and out over 20,000 times a day. And with every breath, our nose takes in invisible information that stirs memories, emotions, cravings, warnings—and connections. But how often do we stop to think about what our nose is telling us?

Our guest today is Dr. Jonas Olofsson, a cognitive scientist, professor of psychology at Stockholm University, and one of the world’s leading experts on the sense of smell. His new book, The Forgotten Sense: The New Science of Smell and the Extraordinary Power of the Nose, is a fascinating, deeply human exploration of something we often overlook—until it’s gone.

In this conversation, we’re talking about why our sense of smell is so vital to memory, emotional well-being, and intimacy—especially as we age. We’ll also explore a few unexpected findings from his research, including a surprising link between smell aversion and political beliefs, and why our noses are far more powerful—and more personal—than we’ve ever given them credit for.

And yes—we end with a few rapid-fire questions for Dr. Olofsson. What scent does he hate but others love? What’s the one smell he’d never want to forget? And which profession does he think has the best-trained nose? His answers might surprise you.

So settle in, breathe deep, and get ready for a truly sensory experience.

Here’s Paul Vogelzang, your host of the Not Old Better Show.

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That was Dr. Jonas Olofsson, author of The Forgotten Sense, sharing his passion for the overlooked world of smell—how it connects us, shapes us, and yes, even reveals our politics.  Remember, today’s show was brought to you by Acorns. Sign up now and join the over 14 million all-time customers who have already saved and invested over $25 billion dollars with Acorns.
Head to acorns.com/nob or download the Acorns app to get started.

If you’ve ever caught a whiff of a scent that transported you decades into the past—or if you, like so many, experienced smell loss during the pandemic—you know just how much this sense matters. And thanks to Dr. Olofsson’s work, we now have a better understanding of how to care for it, train it, and value it more.

You can listen to this episode and all our previous conversations at notold-better.com. And be sure to follow us on social media—we’re @NotOldBetter on Twitter and at notoldbetter on Instagram.

This episode was a production of N.O.B.S. Studios. I’m Paul Vogelzang—thanks for listening, and I hope you’ll join me again next time.

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