Dementia is not a normal part of ageing
Around the world, more than 55 million people are living with dementia. Yet despite its prevalence, understanding of dementia remains strikingly low.
In fact, research shows that 80% of the public and 65% of health care professionals still wrongly believe dementia is a normal part of ageing. This misconception fuels stigma, silence, and fear and prevents people from seeking the support they need.
As a proud partner of Alzheimer’s Society, we want to help challenge these misunderstandings. Dementia is not an inevitable part of growing older.
Why awareness matters?
A diagnosis of dementia can feel overwhelming. Feelings of shock, grief, and anger are common, not just for the person living with dementia, but for their family too.
However, evidence suggests that when people are well-prepared and supported, these emotions are often balanced by a sense of reassurance and even empowerment.
Support takes many forms. Alongside drug treatments and medical interventions, quality of life can be improved through:
Social support: Access to networks that provide reassurance and companionship.
Inclusive, dementia-friendly design: Environments that are easier to navigate and safer to live in.
Activities and reminiscence sessions: Helping to keep the mind active and strengthen a sense of identity.
Rehabilitation and respite care: Ensuring both individuals and their carers get the rest and recovery they need.
Breaking down barriers.
Reservation, reluctance, and fear often prevent people from talking openly about dementia. The more we talk about dementia, the more we can replace stigma with understanding. With better awareness, people living with dementia and those who love and care for them can access the right support sooner.
VR for people living with Dementia.
VR has been proven to open up unique opportunities for stimulation, reminiscence, and engagement, whether that’s revisiting familiar places, experiencing calming environments, or enjoying activities that spark joy and connection.
For many patients, VR can reduce feelings of anxiety, support memory recall, and promote relaxation. It’s a way of enhancing wellbeing, creating moments of comfort, and helping people maintain a sense of identity in a safe and supportive setting.
Our partnership with Alzheimer’s Society gives us access to world-leading research, insights, and expertise. It means that everything we do is rooted in the very latest understanding of dementia and shaped by the voices of those living with it every day.
Together, we’re working to break down stigma, improve support, and create real change for people affected by dementia.