Core Values

We walk together with PURPOSE. Our words and actions build trust with our readers and allies, create value for customers, result in measurable impact within the dementia community, and ensure our sustainability over the long-term.

We treat everyone with RESPECT, WARMTH and FRIENDLINESS.  We develop long-term relationships with our readers, allies and customers within the global dementia community that are authentic, mutually rewarding, and that build our capacity to realize our mission.

We demonstrate COURAGE and INTEGRITY. We speak up and support people living with dementia and others in our community to do so as well. We make tough decisions, communicate openly and choose right action over the easy way.

We champion CREATIVE THINKING and challenge ourselves and our allies to look at problems and situations from fresh perspectives that may disrupt the status quo.

Our Mission

The work that we do, both in print and online, is published by Dementia Connections Canada Ltd., a social purpose company committed to sharing knowledge, skills, and a portion of our profits each year to improve the lives of people living with dementia.

Our mission is to collaborate with people living with dementia, as well as care partners and allies, to diminish silos and to co-design a new paradigm in which people with dementia are respected as whole persons, recognized as citizens with the right to participate fully in life, and empowered as change makers.


Our yearly social Impact Reports summarizes the outcomes of our efforts and the results we have realized as we pursue our ambitious vision.