People with dementia in the borough could benefit from extra support following the launch of the Dementia Action Alliance’s Kingston branch.

The group aims to persuade businesses and others to sign up to its action plan and promise to provide “basic customer service flexibility”.

Lynn James, Alzheimer’s Society service manager for Kingston and Richmond, said: “What we’re trying to promote is that it’s possible for people to live well with dementia.

“Their experience is often influenced by external factors.

“People in the early stages of dementia do have insight. They will withdraw. It happens through fear, embarrassment and confusion.”

Examples of helpful changes include supermarkets introducing checkout lanes with ‘no rush’ rules, she said.

The group will have its official launch in May.