Care.com is stepping boldly into a new era of caregiving with the launch of its latest brand campaign, “When it’s not you, it’s Care.com,” developed by creative agency Bandits & Friends and director Matt Lambert of Object & Animal. This campaign aims to connect with a new generation of families and caregivers, acknowledging a universal truth: while everyone wants to be there for their loved ones, it isn’t always possible.
The campaign is rolling out across television, video, social media, and influencer partnerships. It positions Care.com as a trusted partner in the complex world of caregiving, offering both emotional support and practical solutions for modern families.
In addition to the campaign, Care.com has unveiled a complete rebrand and fresh identity that reflects a renewed vision for care—one that embraces the diversity of families and caregivers, and the many forms of care they provide.
This rebranding comes at a pivotal moment. According to Care.com’s 2025 Perception of Parenthood Survey, cultural conversations around caregiving and parenthood are evolving rapidly. The survey revealed that nearly one in four respondents said platforms like TikTok and social media have made them less likely to consider having children. Against this backdrop, Care.com’s new identity and messaging speak directly to shifting attitudes about family care and the realities of modern life.
Care.com’s updated platform promises to be a holistic hub that meets the unique needs of today’s families and caregivers. From finding reliable childcare and eldercare to offering resources for pet care and household help, the service aims to be a one-stop solution for those who can’t always be there—but still want the best for the people they love.
By blending heartfelt storytelling with a fresh visual identity, Care.com’s latest campaign and rebrand underscore the importance of acknowledging the challenges—and joys—of caregiving today. In a world where social pressures and economic realities shape family decisions, Care.com’s message is clear: when it can’t be you, it can be Care.com.
