Rethinking Care Narratives
The stories we tell about care shape how care is understood, valued, and organized. This guide invites readers to examine the narratives that frequently appear in discussions about care and to explore more just, inclusive, and transformative ways of framing care.
When we talk about care, we often repeat the same stories. Narratives that link care to sacrifice, family duty, womanhood, or individual responsibility have become so familiar that we rarely notice them.
Yet care is not only about individuals—it is also about how societies are organized. The stories we tell about care influence not only our understanding of the issue, but also the solutions we consider possible, the actors we expect to take responsibility, and the demands we see as legitimate.
This guide was developed around a simple question:
How do we talk about care, and how might we talk about it differently?
Throughout the guide, we explore some of the most common narratives found in care communications and consider alternative frames that can help expand public understanding.
For example:
- Care is a sacrifice → Care is a right and a shared responsibility.
- Care is a family matter → Care is public infrastructure.
- Care is women’s work → Care concerns everyone.
- Care is only needed by certain groups → Care is a universal human experience.
Our goal is not to erase existing narratives or prescribe a single “correct” language. Rather, we invite readers to reflect on what our words make visible—and what they leave invisible.
The guide is intended as a resource for communication professionals, journalists, researchers, civil society practitioners, local governments, and anyone producing content about care.
Because sometimes change begins with changing the stories we tell.
