Professional, friend or family? How home care companies sell emotional care

While there is a growing literature on home care workers, less is known about how home care companies market their services. Through a content analysis of the 19 largest U.S. home care and home health providers’ websites, we examined how companies describe services, desired outcomes of care, and job responsibilities and qualifications. Companies actively market family-like relationships as central to “good care”. However, companies’ emphasis on unmeasurable skills such as compassion and warmth may also create exploitative work environments. Supporting “good care” requires improved data collection, industry oversight, and policy change to recognize socio-emotional care and protect a marginalized workforce.