The UK insurance industry will once again unite on Nov. 27 for Insurance Day for Dementia (IDFD), a sector-wide initiative supporting the Alzheimer's Society in its mission to tackle dementia, the country's leading cause of death.
Now in its eighth year, the event brings together insurers, brokers and financial services professionals to raise funds and awareness for people affected by the condition. This year's campaign is again backed by the Z Zurich Foundation, which will match all funds raised before Dec. 4 up to £100,000. An additional £5 per participant will also be donated for those taking part in IDFD-related activities, capped at £10,000.
Dementia currently affects nearly one million people across the UK, a figure expected to exceed 1.6 million by 2040 as the population ages. It is estimated to cost the UK economy around £34.7 billion a year, with productivity losses from carers and employees living with dementia accounting for a significant share. The Alzheimer’s Society has noted that many employers underestimate the impact of dementia on the workforce, both in terms of health insurance coverage and employee wellbeing support.
Within the insurance sector, nearly half of the 300,000 professionals are expected to be directly or indirectly affected, either through personal experience or caring responsibilities. This reality has driven insurers to play a more active role in dementia awareness, workplace support and charitable collaboration.
Since its launch in 2017, Insurance United Against Dementia, the initiative behind IDFD, has raised over £11 million for Alzheimer’s Society. Last year’s event alone generated a record-breaking £245,000, underscoring the industry’s sustained commitment to addressing the issue.
The flagship Lunch and Learn webinar will also return this year, open to all industry professionals seeking to learn more about the latest dementia research, care developments and lived experiences. In 2024, more than 160 participants joined the session, which also helped unlock additional funds through the Z Zurich Foundation's matching pledge.
According to IUAD Chair and Marsh McLennan CEO Chris Lay, IDFD reflects the insurance industry’s broader purpose - to protect people in times of need. The initiative also aligns with insurers’ increasing focus on social impact and ESG priorities, using collective action to build a more supportive and resilient society.
