Strategy
2025-30
Dementia is one of the most urgent and growing health crises in the UK. Today, nearly one million people are living with dementia - a number expected to reach 1.4 million by 2040. Too many families still face this journey without the support they need, navigating a fragmented care system not designed for the unique and complex nature of dementia.
At Dementia UK, we’re determined to change this.
Our new strategy for 2025-30 sets out a bold vision:
A world where no one faces dementia alone - and where everyone gets the specialist support they need.
To deliver on this ambition, our strategy, which will formally launch in September 2025, is being structured around three strategic pillars and three enabling commitments.
Joining us now as a Director or HR Trustee means contributing at a time of transformational growth and system change. You will help shape how we expand our services, strengthen our culture, embed equity and inclusion, and deliver lasting impact for the thousands of families who rely on us.
Our pillars
Support
We will expand Admiral Nursing across the UK, ensuring inclusive, evidence-based dementia care is accessible to all. By growing our services, embracing technology, and addressing health inequalities, we will support more families than ever before.
Influence
We will campaign to transform health and care systems by embedding Admiral Nursing expertise in policy and service delivery. Working with people affected by dementia, we will shape national and local agendas and champion equitable, person-centred care from pre-diagnosis to end of life.
Inform
We will become the go-to organisation for dementia expertise — offering accessible, compassionate, and practical information. We’ll raise awareness of Admiral Nursing and enhance education for health and care professionals, with a particular focus on young onset dementia.
Our enablers
Inspire
We will build a growing movement of supporters who share our vision. Through innovative engagement, strategic partnerships, and powerful storytelling, we will deepen relationships, grow income, and extend our reach.
Effectiveness
We will invest in robust systems, data, technology, and governance to ensure our organisation is future-ready. Insight and evidence will drive our decisions, and lived experience will remain central to our strategy, from service design to organisational priorities.
Culture
We will foster an inclusive, high-performing workplace where people feel valued, supported, and empowered to grow. Our long-term focus on wellbeing, diversity, learning, and collaboration will ensure Dementia UK remains a great place to work — and a charity where values are lived every day.