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Care.com’s latest brand campaign, "When it’s not you, it’s Care.com," captures a deeply relatable sentiment: while the desire to care for loved ones is strong, it's not always possible to do it alone. Developed in partnership with Bandits & Friends, the campaign aims to resonate with a new generation of families and caregivers, offering both emotional reassurance and practical solutions for navigating the complexities of modern caregiving. The campaign launches across television, online video, social media platforms, and influencer partnerships, ensuring a broad and meaningful reach. It coincides with a comprehensive rebrand that introduces a fresh visual identity and a renewed vision for care—one that positions Care.com as a holistic platform designed to support all types of families and caregivers with diverse needs. This strategic shift is underscored by insights from the 2025 Perception of Parenthood Survey conducted by Care.com, which highlights evolving cultural attitudes toward care and parenthood. Notably, nearly one in four respondents indicated that exposure to content on TikTok and other social media has influenced them to reconsider having children. Care.com’s reimagined platform is crafted to respond to these shifting dynamics, offering guidance and support at a pivotal cultural moment.
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