Bid for 50 businesses to make town more ‘dementia friendly’

A community group has launched a campaign to make 50 businesses in the Sid Valley more ‘dementia friendly’ by Christmas.

More than a dozen businesses have already taken the free training offered by Dementia Friendly Sidmouth which launched in June with the aim of raising awareness of dementia to improve the lives of those living with the condition and their families/carers.

More than four in five people with dementia have switched their shopping habits to places that are more ‘dementia friendly’, according to Alzheimer’s UK research.

Accredited by the Alzheimer’s Society, the one-hour online training provides an enhanced awareness about the impact of dementia so staff can better support their customers. Businesses will be added to a directory on the group’s website and given a sticker to display in their window.

Denese Molyneux, Chairman of the Sidmouth Chamber of Commerce and Director of Molyneux Financial Planning, is championing the call for businesses to become ‘dementia friendly’ training in order to support the community. 

“Much of the demographic in Sidmouth comprises retired people and anyone who is in public life here, such as a business owner, needs to engage with everyone – there’s a moral case to do so but also a business case,” she explains.

“This initiative is not just desirable but vital in order to raise awareness of dementia and get people involved in supporting members of the public with it, for the betterment of them, and our businesses. 

“Being more ‘dementia friendly’ really comes down to being patient with people, and giving people time.

“There were some really interesting things in the training about how people with dementia see the world; they see physical things differently, so what they’re looking at, isn’t what you’re looking at. For example, a large black mat in a shop doorway can look like a hole to someone with advanced dementia. 

“And, I heard about a lady who went to a public toilet but never made it in, and the staff couldn’t work out why, but later realised that it was because there was a mirror in the doorway, so when she went in she thought someone was standing there in her way, not recognising her reflection in the mirror.

“By having more awareness of someone’s vulnerability and therefore recognising that they may need some extra support, it’s essential to treat someone with respect and in a way that isn’t patronising, enabling them to be as independent as possible.”

Not only is there a moral case for supporting vulnerable members of our communities, but for businesses, there is a compelling economic case to becoming dementia friendly, through repeat business.

Anne Blackburn from Dementia Friendly Sidmouth, said:

“We are thrilled at the response of the business community already and are hopeful that we can beat our target of 50 businesses becoming ‘dementia friendly’ by Christmas. 

“Businesses which are supportive of their customers gain a competitive advantage over those which are not. There will be a higher level of customer satisfaction as a result of staff being more confident in dealing with all types of customers, and therefore there will be a higher chance of repeat business.”

The following businesses have all undertaken, or are about to undertake, the training:

Sidmouth Hotels

Sidmouth Print

The Donkey Sanctuary

Molyneaux Financial Planning  

The Toy Museum

Hospice at Home

Tourist Information Centre

4Homes Ltd  

A J Wakeley

Easterbrook Eaton Ltd

Ctshaveshop

14 Miles East

Bennett & Rogers

Tim Shardlow, Manager of Sidmouth’s Tourist Information Centre, added:

“The training is a thorough programme with helpful tips on how to recognise the symptoms of dementia with a great range of ideas to improve customer service and make a big difference to people.”

Dementia Friendly Sidmouth is appealing for volunteers to help grow the organisation further. People can choose from different roles and no prior experience is necessary.

Volunteering is rewarding and social so should benefit anyone looking to be involved in something purposeful and fun. To find out about volunteering opportunities please email anne@dementiafriendlysidmouth.org.uk

For more information visit www.dementiafriendlysidmouth.org.uk