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What makes a family affected by dementia trust an organisation before they are ready to ask for help?

This Dementia Impact report draws on research with 515 Alzheimer’s caregivers to explore how families respond to organisations during periods of uncertainty, overwhelm and difficult decision-making.

The findings suggest that trust may begin forming long before a family makes an enquiry or chooses a service — and that useful, clear and supportive information can influence how an organisation is perceived.

The report looks at what caregivers said increased trust, whether supportive guidance could move them closer to making contact, how useful they found that support and how often they wanted organisations to stay in touch.

The report explores:

• Why trust can begin forming before a family is ready to make a decision

• Why 83% of caregivers said supportive guidance could increase their trust in an organisation

• What 51% saying they felt closer to making contact does — and does not — tell us

• Why calm, clear and credible information matters when families feel overwhelmed

• Why many caregivers value ongoing support rather than a one-off interaction

• The emotional role that reassurance, recognition and feeling understood can play

• What home care, residential care, healthcare, legal, financial and other organisations can learn from the findings

• Why organisations should measure more than enquiries and conversions

The central lesson is simple: before asking families to make a decision, there may be value in being useful first.

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