Open for Business: Why Making Your Space Dementia-Friendly Matters (To Me and Your Bottom Line)

Hello. I’m one of the 55 million people worldwide living with dementia.

You might know me. I might be your regular from seven years ago who suddenly stopped coming in.

Or maybe I’m the person standing in your establishment right now, looking a bit lost, trying to decide if the shiny floor in front of me is a polished surface or a pool of water.

I don’t want to stay home. I want to shop in your aisles, stay in your hotels, and watch films in your cinemas. But often, your building’s design tells me, "This place isn't for you."

Let’s look at what you can do - and why making these changes is a smart move for your business.

The Business Case: The Power of the "Purple Pound"

Before I tell you how to help me, let me tell you why you should want me as a customer.

People living with dementia are not a niche group. We are a massive economic force. The "Purple Pound" (the spending power of disabled households) is worth hundreds of billions annually. In the UK alone, the disposable income of households with someone living with dementia is estimated at over £16 billion a year.

• Loyalty: When I find a place that is safe, easy to navigate, and where the staff are kind, I am incredibly loyal. I will come back every week. I will bring my family.
  

• The Switch: Research suggests that over 80% of people with memory problems have switched their shopping habits to places that are more accessible. If you aren't accessible, you are actively sending me to your competitor.
  

• The Age Wave: Your customer base is aging. Dementia-friendly design is often just good design. It helps older people, people with visual impairments, and even tired parents with pushchairs.
  

Why This Matters to Me

To you, a patterned carpet is a design choice. To me, it might look like snakes or obstacles I have to step over.

To you, a loud coffee machine is background noise. To me, it can be a terrifying sensory overload that makes it impossible to think or speak.

When I walk into an overwhelming environment, I feel panic. My brain struggles to process the glare, the noise, or the confusing signs quickly enough. I feel embarrassed, and I feel afraid. So, I leave. And I may not come back.

Making your business dementia-friendly restores my dignity. It tells me that I am still a part of the community.

If you want to know whether your business is welcoming to people like me, start with this audit.

Walk through your space using these checklists. Picture yourself experiencing each step from my perspective, and take note of any barriers or confusing features you encounter.

1. Retail Environment Audit

The Goal: Reduce clutter and make the purchasing process calm.

• Entrance:

  • [ ] Is the mat black? (Avoid this. To me, a black mat looks like a deep hole in the ground. I might try to jump over it or refuse to cross it.)

  • [ ] Is the lighting even? (Avoid bright spotlights that create deep shadows.)
    

• Navigation:

  • [ ] Are the aisles wide and free of "trip hazard" clutter?

  • [ ] Is signage at eye level (approx. 1.2m)? (My gaze is often directed downward.)

  • [ ] Do signs use both text and pictures? (e.g., A picture of a toilet next to the word "Toilet".)
    

• The Experience:

  • [ ] Do you have a "Quiet Hour"? (Reduced music and tannoy announcements.)
    

  • [ ] Is there a seating area? (I need to rest often. A chair with arms is best, so I can push myself up.)
    

  • [ ] Are staff trained to be patient if I struggle to count change or find a card?
    

2. Hotel Environment Audit

The Goal: Make the room feel intuitive and safe, minimising "sundowning" confusion at night.

• The Room:

  • [ ] Is there high contrast in the bathroom? (A white toilet seat on a white bowl against white tiles is invisible to me. I need a coloured toilet seat, like red or blue, to see where to sit.)
    

  • [ ] Are the mirrors covered or coverable? (Sometimes I don't recognise my own reflection and think a stranger is in the room.)
    

  • [ ] Is the wardrobe open-fronted or clearly labeled? (I might forget where I put my clothes if the doors are shut.)
    

• Corridors & Lobby:

  • [ ] Are room numbers distinct and well-lit?
    

  • [ ] Is the flooring matte? (Shiny marble looks like wet ice or water to me.)
    

  • [ ] Do you have clear wayfinding to the lifts, the restaurant, and the Reception? (It is terrifying to be lost in a long hotel corridor.)
    

3. Entertainment Venues (Cinemas, Theatres, Museums)

Goal: Reduce sensory overload and make exits easy to find.

• The Space:

  • [ ] Is there a "Chill Out" zone? (A quiet space I can retreat to if the show becomes too overwhelming.)
    

  • [ ] Are the floors consistent? (Avoid high-contrast patterns that look like steps or changes in level.)
    

• During the Event:

  • [ ] Do you offer "relaxed screenings"? (Lights slightly up, sound slightly down, freedom to move around.)
    

  • [ ] Are the toilets easy to find in the dark? (Good signage is critical here.)
    

  • [ ] Can I exit easily if I need to leave early without drawing attention to myself?
    

Quick Wins You Can Do Today

If you can't renovate your whole building tomorrow, start here:

1. Change the Toilet Seat: Replace white seats with blue or red ones. It costs very little, and this simple change makes it much easier for people like me to identify where to sit, helping to prevent accidents and accident-related embarrassment.
   

2. Turn Down the Volume: Lower the background music. This makes your business instantly calmer, helping people like me think and communicate more easily and making the space more comfortable for everyone.
   

3. Train Your Staff: Teach them that if I seem confused, they shouldn't rush me. A smile and a "take your time" is the most valuable thing you can offer, as patience and kindness ensure I feel welcome and safe to complete my purchase.
   

Conclusion

Being dementia friendly shows that a business cares about the local community. It signals that you see residents not just as "consumers" or "revenue streams," but as neighbours.

You are enabling independence, elevating your customer service standards, boosting your staff's morale and confidence, and future-proofing your business.

You have the opportunity to welcome me as your customer.

I have money to spend, and I want to spend it with you.

Please, open the door.