West Brom Building Society is now dementia-friendly WEST Brom Building Society on Bromsgrove High Street is now dementia friendly after partnering with Alzheimer’s UK. The dementia charity delivered awarenesses sessions to staff across the building society's 36 branches, with each store now having a 'Dementia Friend'. Stuart Jones, manager at West Brom’s Bromsgrove branch said: “It is vital to help people living with dementia to feel understood, valued, and able to carry out their business confidently in a safe environment. The awareness session provided by Alzheimer’s Society is tremendously useful in this and ensures we give individuals with dementia the positive respect and dignity they deserve.