Ripples of Influence: Shifting Mindsets and Narratives About The Value & Deservingness of Caregivers

Parents and caregivers fill essential roles in our communities by supporting the wellbeing of children, aging adults, and other vulnerable individuals. Nonetheless, their unpaid or underpaid labor reflects a systemic undervaluing of caregiving roles in our society—roles disproportionately filled by immigrants and women of color. The Robert Wood Johnson Foundation (RWJF) is tackling this issue by investing in multiple initiatives to shift mindsets and cultural narratives about the value of caregivers in the United States.

Engage R+D has served as the evaluation partner for the Value of Caregivers initiative since 2022, capturing key insights about what it takes to build new asset-based narratives about the value and deservingness of caregivers. With a focus on a cohort of eight national advocacy organizations, the Ripples of Influence report sheds light on strategies and considerations for amplifying caregiver stories, building narrative power, and supporting a robust narrative ecosystem capable of transforming narratives at the individual, community, institutional, and societal levels. It also includes key considerations for philanthropy, change agents, and narrative strategists seeking to advance more equitable, inclusive, and thriving communities.