Margaret L. Brandeau, Coleman F. Fung Professor of Engineering and Professor of Health Policy at Stanford University, gave the opening plenary at the 2025 INFORMS Annual Meeting in Atlanta. Brandeau addressed one of the most pressing challenges in American society: how operations research can inform policy decisions tackling intertwined social crises – from the opioid epidemic and homelessness to criminal justice reform and healthcare inequity. The plenary set a reflective, purpose-driven tone for the conference, reminding attendees that OR/MS is not just about optimization algorithms, but about optimizing lives and communities.