AbstractBackgroundPeople living with dementia (PLWD) often experience stigma and discrimination; however, there is a dearth of research on this topic in middle‐income countries, where the majority of people living with dementia reside.MethodWe conducted a secondary analysis of a database from Alzheimer’s Disease International on the beliefs, attitudes and behavioural intentions towards PLWD among four groups (general public, health professionals, carers and PLWD). We compared the groups using logistic regression adjusted for age, sex and education.ResultAbout 33% health professionals believed that dementia is a consequence of natural ageing. When compared to the general public, caregivers (OR = 0.80; CI95%0.65 – 0.97), and healthcare professionals (OR = 0.55; CI95%0.44 – 0.68), were significantly less likely to believe this, regardless of gender, age, and education. Nearly 25% of health professionals believed that communication with PLWD is difficult. Among everyone who agreed with this statement, women compared to men were less likely to have this belief (OR = 0.75; CI95%0.58 – 0.97), and when compared to the general public, health professionals (OR = 0.73; CI95%, 0.58 – 0.92), were less likely to agree with this, regardless of gender, age, and education. Approximately 50% of all participants believed that people do not want to be friends with people with dementia. Those of younger age (OR = 0.98; CI95% 0.97 – 0.99), and health professionals (OR = 0.73, CI95%, 0.57 – 0.94), were less likely to agree with this statement compared to older participants and the general public, respectively. Nearly 45% of the general public believed that it was important to remove responsibilities from the person with dementia so as not to stress them, and carers (OR = 0.50; CI95%, 0.41 – 0.61), were significantly less likely to have such an opinion when compared to the general public, regardless of gender, age, and education.ConclusionThe proportion of stigma may be even greater than that found, given the high level of education of the participants, which does not represent the general level of education in Brazil. More detailed studies on the stigma related to dementia should be carried out, exploring different scenarios in Brazilian society to better inform societal interventions to reduce dementia‐related stigma.