Memory loss 'could begin in thirties or forties' In more serious cases, respondents answered that they had forgotten to attend hospital appointments and left loved ones behind in shops without realising. The most commonly forgotten things were people's names, an experience reported by a third of over-50s, household items like keys and glasses (19 per cent) and PIN numbers (13 per cent). The survey was commissioned by Love to Learn, a website which offers memory training courses. Gill Jackson, Director of Love to Learn, said: "Memory changes throughout your lifetime and your brain has a remarkable ability to adapt and thrive."