specialised products and services for people with dementia and memory loss

London, London

United Kingdom


About Unforgettable

Unforgettable offers the world’s best marketplace of life changing dementia products, a one stop source for all those affected by dementia and memory loss. They are a social business founded by personal experience of a need for information, advice and products. Their founder, James Ashwell, faced these challenges head on when he became a full time carer at the age of 25 for his Mum who had been diagnosed with early onset dementia. His caring, like so many other carers globally, was characterised by learning at the point of crisis. One of the most life changing discoveries he found was a whole range of dementia specific products designed to ease everyday tasks. Despite hundreds of these amazing products being developed, James found no easy way to access them.

The solution to this broken and underserved market is Unforgettable. They support young entrepreneurs in the field and use real life experience to source the best products from the market, bringing them together in an online store. Alongside their shop is a wide range of articles about dementia and memory loss, its causes and its treatments, and advice to help you cope with the challenges.

This motivates their vision to ensure everyone affected by dementia is aware that there are products and services that can help. It’s important to them that these life changing products are easy to find and good value, both online and on the High Street. They take an innovative challenge led approach focused on finding solutions to the challenges they know their customers and visitors most struggle with. These solutions may be products or simply empowering through practical and succinct advice or the reassurance of finding others dealing with similar situations within their online community.

Unforgettable have been a socially minded business from the start. Our social mission is crucial to everything we do and we are always seeking new ways to ensure a strong purpose throughout our work. Joining B Corp helps up to shape our development for long term growth, keeping the most important things in mind.

The Change We Seek®

Unforgettable strives to empower carers and loved ones of people living with dementia with the help of simple advice, products and services. It aims to connect together the world of creators and consumers to make life changing products available at reasonable prices to those who need them most, specifically by making it easier for carers to discover products that really help and for product and service providers to reach carers at home. Unforgettable passionately believes there is plenty of life to be lived with dementia, and they seek to make this as accessible to as many people as possible.

What makes us a better company?

B Impact Report

Certified since: 

November 2016

Company Score

Median Score*



The Environment section of the Assessment evaluates a company's environmental performance through its facilities; materials, resource, and energy use; and emissions. Where applicable, it also considers a company's transportation/distribution channels and environmental impact of its supply chain. This section also measures whether a company's products or services are designed to solve an environmental issue, including products that aid in the provision of renewable energy, conserve resources, reduce waste, promote land/wildlife conservation, prevent toxic/hazardous substance or pollution, or educate, measure, or consult to solve environmental problems.



The Worker section of the survey assesses the company's relationship with its workforce. This section measures how the company treats its workers through compensation, benefits, training, and ownership opportunities provided to workers. It also focuses on the overall work environment within the company through management/worker communication, job flexibility and corporate culture, and worker health and safety practices.



The Customers section of the Assessment measures the impact a company has on its customers. The section focuses on whether a company sells products or services that promote public benefit, and if those products/services are targeted towards serving underserved populations. Questions in this section will measure whether a company's product or service is designed to solve a social or environmental issue (e.g. improves health, preserves environment or creates economic opportunity to individuals or communities, promotes the arts/sciences, or increases the flow of capital to purpose-driven enterprises).



The Community section of the survey assesses a company's impact on its community. The Community section evaluates a company's supplier relations, diversity, and involvement in the local community. The section also measures the company's practices and policies around community service and charitable giving. In addition, this section includes if a company's product or service is designed to solve a social issue, including access to basic services, health, education, economic opportunity, arts, and increasing the flow of capital to purpose-driven enterprises.



The Governance section of the Assessment evaluates a company's accountability and transparency. The section focuses on the company's mission, stakeholder engagement, and overall transparency of the company's practices and policies.

Overall B Score

80 out of 200 is eligible for certification

*Of all businesses that have completed the B Impact Assessment

*Median scores will not add up to overall

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