We challenge the idea that we should fear dementia, as well as the common misconception that, once diagnosed, ‘life’ has virtually come to an end. We are reframing dementia: from a personal medical tragedy to be dealt with privately, to a social issue. Allowing people to live well with dementia means a rethinking of attitudes and support across whole families, neighbourhoods and society at large. Through a critical understanding of social inequality and social processes, such as ageism, that lead to discrimination and exploitation, and by listening to and building on the experiences and insights of those living with dementia, we can build a vibrant social movement to create a caring world, where care is valued as central to all life. This is in everybody’s interest and should be everybody’s business.