A Sid Valley community group has launched a campaign to make 50 businesses more dementia friendly by Christmas.
The campaign is led by community group Dementia Friendly Sidmouth, which was established in June to improve the lives of those with dementia and their families, and raise awareness.
Research by Alzheimer's UK found that over four in five people diagnosed with dementia have switched their shopping habits in favour of businesses that are more receptive to their condition.
The online training, which is backed by the Alzheimer’s Society, takes just an hour to complete and helps staff to understand their customers better.
More than a dozen businesses in the area have already taken part in the free training provided by the group.
Businesses that complete the training are added to a directory on the group’s website and are given a sticker to put on display.
Chairman of the Sidmouth Chamber of Commerce and director of Molyneux Financial Planning, Denese Molyneux, is leading the call for businesses to get on board.
She said: "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."
In her view, being dementia-friendly is about giving time and patience, which she believes is a worthy effort for the welfare of the people and the businesses.
Ms Molyneux said: "For example, a large black mat in a shop doorway can look like a hole to someone with advanced dementia.
"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."
Dementia Friendly Sidmouth member, Anne Blackburn, said: "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."
So far businesses and organisations including Sidmouth Hotels, Sidmouth Print, The Donkey Sanctuary, Molyneux Financial Planning, The Toy Museum, Sidmouth Hospice at Home, the Tourist Information Centre and others have completed or are about to start their training.
Manager of Sidmouth’s Tourist Information Centre, Tim Shardlow, said: "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 also on the lookout for volunteers to further boost its campaign.
Those interested are urged to contact them via anne@dementiafriendlysidmouth.org.uk.
No previous experience is required, and the group says that the volunteering experience is rewarding and beneficial to the volunteers themselves.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here