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Unique Partnership Unites Advocacy Campaign, Corporation and Think Tank to Spearhead Social Change Movement

Waltham, MA; New York, NY; Washington, DC; June 14, 2016 – Economic growth depends on all of us having quality care for our loved ones. It is the critical factor in driving female participation in the workforce and the source of jobs for millions of caregivers. Yet, far too often both care and caregiving are devalued in our society. Now a unique coalition of organizations from the corporate and non-profit sector is coming together to elevate the role of care in our economy and society. Caring Across Generations,, and New America have joined forces to launch the “Who Cares” Coalition (, a unique partnership that will build upon the existing groundbreaking work of each of the partners to create a new paradigm that better reflects the true social and economic value of care and caregiving.

The “Who Cares” Coalition has mass-market reach to millions of families and caregivers by uniting Caring Across Generations, the nation’s top advocate for families, caregivers and aging Americans;, the world’s largest online marketplace for family care; and New America, a nonpartisan think tank and civic enterprise. Together, the “Who Cares” Coalition will spearhead a broad-based social change movement redefining the cultural norms, behaviors, business practices, and policies around caregiving in the US.

In making the joint announcement, Sheila Lirio Marcelo, Founder, Chairwoman and CEO of, said, “We are thrilled to be partnering with Caring Across Generations and New America to put a spotlight on this critical issue and it’s the unique blend of expertise we collectively bring to “Who Cares” that can drive real change. Care impacts everyone at multiple points in their lives and yet it’s often dismissed as a ‘soft’ subject. The reality is that care is a fundamental building block to our economy. Without a strong care system, we won’t be able to support the ever-increasing demand for care that we are facing as Millennials – the largest workforce population – have children and Baby Boomers turn 65. Our workplaces and policies do not meet the care needs of American families and without meaningful change, our economy will lose valuable workers as they care for their loved ones.”

“Our nation’s caregivers are the backbone of our families,” said Ai-jen Poo, co-director of Caring Across Generations and director of the National Domestic Workers Alliance. “But all of our major laws and systems for care do not reflect how families live today - and caregivers, both paid professionals and unpaid family caregivers - are paying the price. It's a price we cannot afford. Care is one of the fastest growing workforces in our economy, and these mostly immigrant women or women-of- color are making poverty wages. By investing in the nation’s Careforce, we have the opportunity to avert a care crisis and invest in a more sustainable economy.”

Anne-Marie Slaughter, President and CEO of New America, said, “In order to achieve real gender parity, our policymakers must treat caregiving as what it truly is—an economic and social issue, as well as a moral issue. We need to craft policies that address, support, and value the unpaid work at the core of our economy."

Ms. Marcelo, Ms. Poo and Ms. Slaughter will all speak later today at The United State of Women Summit (#StateOfWomen) convened by the White House in Washington, DC, on a panel entitled “Valuing Caregiving in the 21st Century.” In addition, more than 40 members from the National Domestic Workers Alliance (NDWA), Caring Across Generations and Hand in Hand will be in attendance, representing a delegation of domestic workers, family caregivers and domestic employers driving the movement for care.

To learn more about “Who Cares” and its initiatives, please visit

About Caring Across Generations:

Caring Across Generations is a national movement of families, caregivers, people with disabilities and aging Americans working to transform the way we care in this country. By harnessing the power of online and grassroots organizing and culture change work, we are shifting how our nation values caregiving and calling for policy solutions that enable all of us to live well and age with dignity. For more information, please visit


Since launching in 2007, (NYSE: CRCM) has been committed to solving the complex care challenges that impact families, caregivers, employers, and care service companies. Today, is the world’s largest online destination for finding and managing family care, with 11.0 million families and 8.6 million caregivers* across 16 countries, including the U.S., UK, Canada and parts of Western Europe, and approximately 800,000 employees of corporate clients having access to our services. Spanning child care to senior care, pet care, housekeeping and more, provides a sweeping array of services for families and caregivers to find, manage and pay for care or find employment. These include: a comprehensive suite of safety tools and resources members may use to help make more informed hiring decisions - such as third-party background check services, monitored messaging, and tips on hiring best practices; easy ways for caregivers to be paid online or via mobile app; and household payroll and tax services provided by HomePay. builds employers customized benefits packages covering child care, back up care and senior care consulting services through its Care@Work business, and serves care businesses with marketing and recruiting support. To connect families further, acquired community platforms Big Tent and Kinsights in 2013 and 2015, respectively. Headquartered in Waltham, Massachusetts, has offices in Berlin, Austin, New York City and the San Francisco Bay area. For more information, please visit

*As of March 2016

About New America:

New America is a think tank and civic enterprise committed to renewing American politics, prosperity, and purpose in the Digital Age. We generate big ideas, bridge the gap between technology and policy, and curate broad public conversation. In 2014, New America launched the Better Life Lab, which aims to create a community engaged in issues that include work-family balance, improved access to child care, our changing definition of family, and opportunities for female leadership.

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For Inquiries Regarding the “Who Cares” Coalition or

Nancy Bushkin
Vice President, Global Public Relations & Corporate Communications

For Inquiries Regarding Caring Across Generations:

Janet Kim
Communications Director

For Inquiries Regarding New America:

Joanne Zalatoris
Communications Assistant

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