Alzheimer’s Society

Between 2017 and 2018, we proudly partnered with Alzheimer’s Society and Alzheimer’s Scotland, contributing £1.5 million to support their vital work in dementia care and awareness.

Our sponsorship of Alzheimer’s Society’s Memory Walks helped unite families and friends across the UK in solidarity with those affected by dementia, creating powerful moments of connection and support.

The first retailer to train 28,000 colleagues as Dementia Friends

In a pioneering move, we equipped our colleagues with the understanding and empathy needed to better assist customers living with dementia. This initiative not only raised awareness but also fostered a more inclusive and compassionate shopping experience nationwide.

“As a Dementia Friend I really enjoy helping customers who find grocery shopping overwhelming. It’s really rewarding knowing I’m making a difference.”

Caroline
Dementia Friend Store Colleague, Chester

“Iceland has been a fantastic supporter of Alzheimer’s Society for a number of years now, raising over £1.5m towards dementia research and care during the time we were partnered. Iceland has also worked hard to become a more dementia friendly retailer, by creating 28,000 Dementia Friends amongst their employees and creating signage at their till points to remind people to be thoughtful towards people who might have or be affected by dementia. The support and dedication to the cause is phenomenal.”

Kate Lee

Chief Executive at Alzheimer’s Society