Words matter: JADE Health promotes non-stigmatising language in dementia care
As part of its summer campaign, JADE Health is sharing a new educational material focused on the use of respectful and non-stigmatising clinical language in dementia care, especially in primary care settings.
The way healthcare professionals speak about dementia, Alzheimer’s disease and mild cognitive impairment can directly influence how patients and families experience assessment, diagnosis and care. In primary care, where concerns, first evaluations and follow-up often begin, clinical language does more than transmit information: it can build trust, reduce fear and help decrease the stigma associated with dementia.
The material highlights that communicating well does not mean “softening” the diagnosis. It means sharing information with both clinical accuracy and humanity. A respectful, clear and person-centred approach can improve understanding, support shared decision-making and strengthen the relationship between professionals, patients and families.
JADE Health encourages healthcare teams to place the person first. This means using expressions such as “person with dementia”, “person with Alzheimer’s disease” or “person with mild cognitive impairment”, instead of labels that reduce people to their condition. The material also recommends describing specific functions or needs, rather than defining a person by their difficulties.
The guide also provides practical examples of phrases that can be reformulated in clinical consultations. Instead of saying “there is nothing to do”, professionals can say “there are measures to support your function and quality of life”. Instead of “he or she does not understand anything”, a more respectful option would be “we need to explain it in a different or simpler way”.
Another key message is the importance of avoiding infantilisation, paternalistic tones or speaking to adults “as if they were children”. Asking about preferences is also essential: how the person wants to talk about the issue, whether they want a family member present, how much information they wish to receive, or whether a written summary would be helpful.
Through this material, JADE Health reminds healthcare professionals that words can either reinforce stigma or help create more respectful, informed and supportive care environments. Language is not only a communication tool. In dementia care, language is also care.