Our Dementia-friendly Approach
Our Dementia-friendly Approach

Our Dementia-friendly Approach


Over the past eight years, we have invested heavily in our commitment to be dementia-friendly.

As an organisation, we direct our capabilities and culture towards person-centred care, treating customers with respect, and involving them in decisions about their own care and the development of new technologies and services.
We want our homes and services to meet the needs of customers living with dementia, enabling them to live independently for as long as possible.

As an organisation, we are proud to...

  • have invested in creating dementia-friendly environments for both specialist and general needs housing, focusing on small changes to the way in which buildings are designed to make a real difference to the lives of customers. We are continually improving the design and adaptability of homes in meeting the needs of those living with dementia, covering both ‘hard design’ (wider doorways, accessible kitchens & bathrooms) & ‘soft design’ (covering the auditory impact of surfaces, the use of tactile and visual cues, signs and aids). Find more about this here.
  • have trained 1,550 Dementia Friends and 11 champions amongst Guinness colleagues to champion the best way to deliver supportive care. We continue to use the Dementia Friends programme to spread awareness and change people’s perceptions of dementia. Find more about this here.
  • have partnered with the  LGBT Foundation on the Bring Dementia Out project, to better understand and address the challenges faced by LGBT people living with dementia, ensure their voices are heard, their needs are met and ultimately improve their lives.
  • have initiated dementia support networks, which have connected people to share information, start conversations and support one another.
  • regularly contribute to external research and reports, such as the recent APPG Inquiries into dementia: ‘Hidden No More’ in June 2019 and ‘Housing for people with dementia - are we ready?, February 2021'.
  • continually fundraise and support dementia charities - working with local services, health/care providers and dementia groups to support our customers and their local communities. We provide valuable information and support about living with dementia.
  • say we were a finalist in the prestigious Alzheimer’s Society’s Dementia Friendly Awards, in the ‘Large Organisation of the Year’ category, in October 2019.
  • have developed a flagging system so we are always aware of which of our customers are living with dementia or require further information about it. This means we can deliver the right service to them, every time.
  • say we will continue to train our customer-facing staff through detailed induction programmes and ongoing updates, so they know how to deliver quality supportive care.


More information on our work to be dementia-friendly: