Lidl Ireland has launched its Heart of Gold campaign for 2026, calling on customers across the country to support Family Carers Ireland this June.
The campaign launch comes as a Lidl Plus survey of shoppers, who identified as family carers, highlighted the hidden pressure experienced by many people providing care. Among those respondents, 63% said they had felt overwhelmed and at ‘breaking point’ in the last month. The survey, conducted nationwide through the Lidl Plus app, also found that almost a quarter (24%) of respondents said they provide care 24 hours a day, 7 days a week.
The findings offer a snapshot of the impact caring can have on people's lives, health and work. Among the Lidl Plus survey respondents who identified as carers, 65% said caring had caused them to miss out on social activities, hobbies or holidays. This included 35% who said they had missed out on time with friends or family, 16% who missed out on holidays, and 14% who had missed out on or given up hobbies.
The survey also found that 6% said they had missed their own medical appointments because of caring responsibilities, while 14% said caring had affected their career progression or opportunities or employment. Almost half (46%) said they expect their caring responsibilities to increase within the next five years.
The survey findings have been published by Lidl Ireland ahead of Heart of Gold month, which will see the retailer raise funds and awareness for its charity partner, Family Carers Ireland. The campaign aims to recognise the everyday reality of caring and support the services that many carers turn to when they are under pressure, isolated or struggling to access help.
Throughout June, Lidl customers can support the campaign by buying Heart of Gold pins for just €2 across its 191 stores, with 100% of proceeds going to Family Carers Ireland. Special Heart of Gold flower bouquets will also be available in store, with funds raised helping the charity to provide vital services for carers, including respite care, counselling, peer support groups, crisis intervention and its National Freephone Careline.
Shoppers can also support Lidl store teams as colleagues across all 191 stores take part in a charity spinathon throughout June. Lidl colleagues, customers, local community groups and supporters will take part in relay-style stationary bike challenges to raise awareness and essential funds for Family Carers Ireland. Last year, the spinathon initiative successfully raised more than €170,000 for the charity.
Lidl shoppers can also donate their Deposit Return Scheme (DRS) deposits in Lidl stores nationwide throughout the year, helping raise ongoing funds for carers and their families.
TV personality, Holly Carpenter, and her family have personal experience of the support and dedication by carers in Ireland due to her father’s life altering illness. Speaking at the Lidl and Family Carers Ireland 'Heart of Gold' campaign launch, Holly added:
“With my father going through treatment, I’ve had my eyes opened to the quiet heroism that happens behind closed doors every single day. I’ve learned first-hand just how much strength it takes to rally around a loved one when they need it most, the physical exhaustion, the emotional weight, and the relentless dedication required to keep going. It is a level of hard work that often goes unseen, which is why I am truly delighted to be supporting Lidl Ireland and their charity partner Family Carers Ireland. We need to draw attention to the incredible carers across this country who give so much of themselves. Donating isn't just about financial support; it’s about telling every carer out there: 'We see you, we value you, and you are not alone'.”
Maeve McCleane, Chief People Officer at Lidl Ireland & Northern Ireland, added:
"Our research reveals a concerning crisis for carers across the country. The reality is that the majority of our shoppers who identify as carers are feeling completely overwhelmed and at breaking point. It is heartbreaking to see that nearly a quarter of them are providing care 24 hours a day, seven days a week.
We want carers to know we value and support them and the incredible work that they do in our communities every day. This June, for 'Heart of Gold' month, we really want to show our support for Family Carers Ireland. We’re asking our customers to join us by picking up a Heart of Gold pin in-store for just €2 with 100% of the proceeds going directly to the charity or by buying a bouquet of our charity flowers. Every single purchase will make a meaningful difference to carers right across the country.”
Sharon Foley, CEO of Family Carers Ireland, said:
“Family carers are the backbone of care in communities across Ireland, yet many continue to feel invisible and unsupported. Lidl’s continued partnership and commitment to raising awareness and funds is making a real and meaningful difference to carers and their families nationwide.
Funds raised through the Heart of Gold campaign this June will help us provide essential services, including respite support, counselling, advocacy and emergency assistance for carers who are under enormous pressure. We are incredibly grateful to Lidl, its colleagues and customers for standing with carers once again this year.”
Earlier this year, Lidl Ireland announced it had smashed its three-year fundraising target of €1 million within the first year of its charity partnership and has since committed to a new fundraising goal of €2 million. Heart of Gold month, including Heart of Gold Day on 11th June and National Carers Week from 8th-14th June, provide key fundraising opportunities for the retailer to progress towards the ambitious new target.
As part of the awareness campaign, Lidl Ireland’s “We Care Back” television, radio and digital advertising campaign will return for two weeks from Monday 1st June to Sunday 14th June, recognising the unseen contribution of family carers and encouraging communities across Ireland to support Family Carers Ireland’s annual campaign.
For more information and to donate, learn more or access support services, please visit www.familycarers.ie
