Case Study

Caring Across Generations (CAG) is a national organization founded in 2011 to reimagine and transform the caregiving system in the United States. By uniting family caregivers, care workers, aging adults, and people with disabilities, CAG works to build a more equitable and sustainable care infrastructure. With over 53 million Americans currently serving as family (unpaid) caregivers—a number that continues to grow with the aging population—their lived experience is essential to crafting policies that are both effective and equitable. Policies such as paid family leave, long-term care investment, and respite services are not just supports—they are vital tools that enable caregivers to fulfill this sacred responsibility with dignity, stability, and the recognition they deserve. CAG was seeking to change the culture of care.

Heart+Mind Strategies recognized that a shared caregiver identity is a critical first step in driving culture change. Developing this identity is a powerful tool for increasing visibility, fostering solidarity, and amplifying the collective voice of caregivers—ensuring they are recognized, supported, and included in shaping cultural and policy change. Utilizing a combination of in-depth qualitative interviews with caregivers and a quantitative survey conducted in Georgia and Illinois—two states representing different stages of readiness for culture change—Heart+Mind crafted a resonant and emotionally compelling shared identity. This identity not only reflects the lived experiences and values of caregivers but also serves as a unifying narrative that can mobilize public support, influence policy, and elevate caregiving as a respected and essential part of American life.