OVERVIEW

A primer on culture change to expand upon our theory of building cultural and narrative power and to explore what we have learned through culture change experiments and partnerships.

Key Findings

1. Our primary audience is comprised of family caregivers between the ages of 35 and 60.  Within that primary audience some additional targeting includes sandwich generation caregivers, male caregivers and millennial caregivers.  

2. People think of caregiving as a personal responsibility, not as a collective or social issue.  They do not commonly think of caregiving as an issue and are uncomfortable describing caregiving as a job.

3. Successful culture change strategies require scale and depth, and expanding work at the state and local levels is invaluable.  We generate promising results when we work with partners in local communities to leverage cultural tactics as tools for building power. We now must take these experiments to an even greater scale.

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primer

The Importance of Building Narrative and Cultural Power: A culture Change Primer

By Caring Across Generations