Vision, mission, values and principles

Our vision

Our vision is of a radically improved world for people with dementia.

A world where they have their rights recognised, where they can fully contribute to family and community life and where they can live with dignity, free from discrimination.

A world where they, and those who care for them, have their needs fully met.

A world, ultimately, where dementia can be defeated.

Our mission

We exist to champion the rights of everyone with dementia and those who care for them.

Drawing on our unique knowledge: 

• We will become a world-class authority on all aspects of living with dementia
• We will guarantee the availability of accurate and authoritative information
• We will strive for universal access to quality services
• We will galvanise investment for research into the causes, prevention, treatment and care of people with dementia.

Our values

Passion
We are driven by a commitment to achieving the best quality of life for people with dementia.

Quality
We have an absolute commitment to achieving excellence in everything we do.

Integrity
We are honest, transparent and accountable in all our dealings both internally and externally.

Inclusion
We work proactively to ensure that we reach out to and involve people from every group and community.

Challenge
We strive for innovation based on evidence and are prepared to question the status quo.

Mutual Respect
We work together to create an environment in which people treat each other with respect.

Our operating principles

People with dementia will always be at the centre of everything we do.
We will work to ensure that their perspectives inform all our activities.

We can't do it alone.
We seek to work collaboratively where there are clear benefits for people with dementia.

Being evidence based.
Our actions will be based on evidence and we will prioritise our work on the basis of demonstrable need and effectiveness.

Involving volunteers as extensively as possible. 
The continued development of volunteering is an essential means of achieving our objectives.

Enabling people to maximise their contribution. 
We will create an environment that will enable volunteers and staff to carry out their roles effectively.

Acting as one Society. 
Operating within one strategic framework, we will respond locally to different cultural, legislative and service needs.

Download our strategic framework booklet