This case study is part of The Consumer Goods Forum’s (CGF) Healthier Lives Coalition work on Life Course Wellness – a cross-sector initiative that brings together businesses, NGOs, and public stakeholders to support healthier lives at every life stage.
In this spirit, Philips Avent launched a global campaign focused on one of the most pivotal health transitions—early parenthood—to shift cultural norms, advocate for shared care, and support mothers and caregivers to prioritise their wellbeing.
Philips Avent’s Share the Care campaign is a leading example of how CGF member companies are tackling life stage health challenges through innovative, emotionally resonant, and evidence-driven solutions. By promoting shared caregiving and creating space for maternal wellbeing, the initiative supports healthier family dynamics and reinforces the importance of community in raising the next generation.
The transition into motherhood is a critical life stage that often comes with emotional, physical, and mental strain. Research from over 10,000 global consumers highlights the burden faced by new mothers*:
This pressure often leads to guilt around self-care and reinforces unrealistic expectations. To address this imbalance, Philips Avent identified a need to promote shared caregiving—encouraging families, partners, and communities to support mothers more actively during early family life.
*The international research was carried out by OnePoll on behalf of Philips in November 2023 with 12,000 moms with children aged 0-3 in each of the following countries: US, France, India, Indonesia, Poland, Turkey, Brazil, Germany (total of 12,000 mom respondents).
Philips Avent launched “Share the Care”, a global campaign and brand repositioning designed to challenge traditional caregiving roles and promote shared responsibility in early parenthood. The initiative was tailored to local markets to ensure cultural relevance and impact:
The campaign was supported by:
The campaign delivered both business impact and consumer engagement:
Through NGO collaboration and digital platforms, Philips Advent engaged millions with messages on maternal health and shared parenthood. These results confirm that inclusive family narratives, backed by practical tools and powerful storytelling, can potentially shift public perception and drive lasting behavioural change.
Claudia Calori, Head of Global Marketing, Philips Personal Health said, “Marking the Daylight Saving Time change with this powerful message is a wake-up call for us all. We need to go beyond immediate family and ensure every mom’s support network—however it looks—is actively engaged.”
Marci El-Deiry, Global Business Unit Leader, Philips Mother and Child Care & Women’s Health said, “Moms are under increasing pressure to be ‘mom’ all the time. Self-care is not selfish—it’s essential. It’s time we break the taboo around asking for help.”
The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course.
The Coalition will target three key priorities:
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