Unforgettable aims to improve the lives of all those affected by dementia and memory loss.

More than 850,000 people in the UK have dementia with 225,000 diagnosed each year. In the over-60s Alzheimer’s is now a bigger concern than cancer and 40% of us either care for or know someone with dementia. Living with dementia can seem overwhelming and hopeless as founder of Unforgettable, James Ashwell, discovered when he and his siblings cared for their mother. Knowing how lonely and challenging the dementia journey can be, James’s vision is Unforgettable; a source of practical advice, specialised products and a supportive community all in one safe place for carers who are really struggling.

Plenty of life to be lived

James says “I passionately believe there is plenty of life to be lived with dementia and that products and services can really help.” Unforgettable makes it easier to access specialised support and for carers to discover dementia products that really have a positive impact. Combined with forums for sharing stories, reassurance, advice and articles on advances in dementia care, Unforgettable increases awareness and tackles isolation enabling product and service providers to reach carers at home.

A social mission at the heart of everything they do

Unforgettable is a for-profit social enterprise with 10% of profits going to the Unforgettable Foundation, but profit is not their only driver. Unforgettable is one of the pioneering B Corp social businesses in the UK, combining entrepreneurial skill and innovation with support from socially-minded investors. Building a reputation as the world’s best marketplace of products and services for dementia and memory loss, everyone, including Unforgettable’s investors, are committed to enhancing the lives of their customers. “We are delighted to be the founding charitable partner in Unforgettable and fully support Unforgettable’s mission to improve the quality of life of all those affected by dementia by providing the most comprehensive range of products and solutions to meet their tough daily challenges,” says Jeremy Hughes, Chief Executive of the Alzheimer’s Society.

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  • Impact Sector: Health
  • Founder: James Ashwell
  • CEO: David Lethbridge
  • IVUK Funding: £500,000
  • Number of employees: 10
  • Funding Date: September 2015
Unforgettable - Life-changing dementia products
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