Age and Dementia-Friendly Business 5-Step Pledge

About the Age and Dementia-Friendly Business 5-Step Pledge

We want Brighton & Hove to be a great place for everyone to grow older and keep doing the things they enjoy.  

Brighton & Hove has a growing population of over 39,000 residents aged 65 and over, who are active, social, and keen to shop locally.

Getting it right for older people and those living with dementia means getting it right for everyone. This includes boosting accessibility, inclusion and reputation to grow your customer base.

The Age and Dementia Friendly 5-step Pledge has been developed to make it easier for organisations to become more inclusive and welcoming for everyone.  

These simple 5 steps include: 

1. Be welcoming and friendly - a friendly face and a little patience go a long way
2. Offer a seat - no need to spend money - just a place to rest
3. Make your business more accessible - clear signs, easy access, and simple layouts
4. Become a Dementia Friend - join a short session or watch a 5-minute video
5. Signpost people to more information - help staff know where to direct people for local help

Make your business right for everyone 

There are lots of reasons to become an Age and Dementia Friendly business, these include:

• older customers spend morey - by 2040, people aged 50 plus will account for 63p of every £1 spent in the UK, rising from 54p in 2018
• more repeat visits - if your business is easier to use, people of all ages come back and spend more
• disability inclusion strengthens business - over 1 in 5 UK consumers have a disability and ignoring their needs costs businesses £2 billion every month
• stronger reputation - show you care, display your window sticker and get listed on the council website
• confident, supported staff - free training helps your team feel ready to welcome all customers

Join the Age and Dementia Friendly Business 5-Step Pledge to benefit your business and older customers and improve the experience for everyone.

Make the pledge today and receive:

• free training and resources
• window sticker and online promotion
• ongoing support from Brighton & Hove City Council

It’s not about costly changes or perfection, just a welcoming attitude, where even small actions can make a big difference. 

If you have any questions send an email to the Public Health team.