Ahead of National Carers Week, Lidl Ireland is shining a light on Ireland’s hidden frontline of more than 500,000+ family carers with the launch of its “We Care Back” campaign, supporting those who provide vital, unpaid care to loved ones every day as part of its charity partnership with Family Carers Ireland (FCI). Research commissioned by Lidl in May 2025 highlights the emotional contradiction at the heart of family caring. While family carers play a vital role, their emotional experience is layered with both deep anxiety and quiet pride, emotional burnout and profound love, overwhelm and a sense of privilege. The research findings make this duality strikingly clear.
The Mixed Emotions of Caring
The research reveals that nearly three quarters (73%) of family carers believe caring responsibilities can negatively impact on how happy they feel, with 70% agreeing that they feel emotionally overwhelmed or burnt out. Yet, 60% still say they are content with the work they do, a testament to family carers’ resilience, but also an indicator of just how much they internalise responsibility and push through without adequate support. This rings true in the research as almost two thirds (64%) of family carers say they don’t see themselves as carers, believing it is simply their responsibility to care for loved ones.
Among current family carers, 46% report feeling anxious, with 37% feeling frustrated and 33% fearful. Whilst half of all family carers agree that they feel guilty about prioritising the needs of those they care for over other family members. At the same time the research conducted by Amárach last month found that 29% describe feeling privileged and 34% say they feel proud of their caring role.
The mixed emotions that caring brings is not only felt by current carers, but also by those who have yet to step into a family carer role. For adults who expect to be providing care in the coming years, 52% feel anxious and 34% feel fearful, with 28% saying they feel overwhelmed at the prospect of caring for loved ones in future. 18% of future carers say they feel privileged and 14% feel proud at the idea of taking on a caring role.
This emotional paradox is at the heart of Lidl’s new national advertising campaign ‘We Care Back’ – recognising family carers across the country and the significant care they provide. The campaign demonstrates Lidl’s commitment to ensuring carers themselves are looked after. Lidl is eager to highlight the scale of isolation that family carers experience, as they devote their lives to the person they care for – often to the detriment of other relationships in their lives.
Sandwich Generation Most Impacted
The impact of caring responsibilities on personal relationships was deeply felt by the carers surveyed. A striking 82% reported missing out on social events, 78% said their hobbies or leisure activities were affected, and 70% felt their relationships with others had been negatively impacted due to their caregiving role. These effects were even more pronounced among the “sandwich generation”—those simultaneously caring for loved ones and children. The research found that 2 in 5 (42%) were balancing caring for a parent with care for their own children.
For sandwich generation carers, three in four (75%) reported strained relationships, 94% had missed out on social events, and 89% experienced disruptions to hobbies or personal time. The toll extended beyond personal life and into the workplace. Within this cohort the professional consequences were significant: 43% said caregiving responsibilities had harmed their chances of promotion, while an alarming 61% had left employment altogether due to the demands of their dual roles.
Growing Scale of Family Caring
The research revealed a growing expectation amongst family carers that their role will continue to grow, with 83% of current carers expect their caring responsibilities to grow in the next 15 years. Nearly 4 in 10 (38%) expect to be caring for the same person, with 45% of this cohort of family carers also anticipating additional people to care for.
Amongst the general population, almost half (43%) expect to be in a family caring role within the next 15 years. For these future carers, 68% expect they will be caring for parents, while 21% will be caring for a spouse and 14% for elderly relatives.
In terms of a support network, 65% of family carers rely on family and friends for support, followed by health professionals (36%), and support groups (18%) such as Family Carers Ireland. Time to themselves, respite for the cared for person, along with financial support are at the top of the family carer’s wish list when it comes to gestures of support. A listening ear was valued by a third of family carers, while a quarter appreciated a hot meal or a simple hug.
Lidl’s ‘We Care Back’ activity will be aligned with Family Carers Ireland’s ‘Heart of Gold Day’ taking place on Thursday 12th June during National Carers Week. Lidl customers can purchase Heart of Gold pins (€2) in all 186 Lidl stores nationwide throughout the month of June. Every donation supports vital services provided by Family Carers Ireland, including its National Freephone Careline, respite care, counselling, local drop-in centres, peer support groups, training sessions and carers’ forums. These aren’t just supports – they’re lifelines for carers across the country.
“Caring is an act of love that often comes with a cost; while caring can be a privilege for many, it often brings with it a paradox of emotions. Our ambition is to ensure that no carer feels guilt for needing support” said Maeve McCleane, Chief People Officer at Lidl Ireland. “Our research has shown just how daunted current and future carers are by the responsibility of caring for a loved one can bring. We want family carers to know that we see them not just for the work they do, but the responsibility they carry. At Lidl we recognise the often-unseen efforts of family carers in our communities – they are the hidden frontline.
“We’re proud to partner with Family Carers Ireland with a pledge to raise €1 million over the next 3 years. Throughout June, we're selling Heart of Gold pins in all 186 Lidl stores nationwide, raising vital funds to provide meaningful, practical support to carers across Ireland through our partnership with Family Carers Ireland. It's our way of giving something back to those who give so much, a simple gesture that shows we care back.”
Lidl’s Support for Family Carers Ireland
Since announcing their partnership with Family Carers Ireland at the end of 2024, Lidl has been supporting the caring community through the development of their Lidl Charity Champion programme. One team member from every Lidl store and Regional Distribution Centre across Ireland has volunteered their time and energy to support Family Carers Ireland through a host of activities including planning and participating in store fundraising and fostering greater community engagement.
Lidl are also actively listening to the family carers community by engaging in research with their wider network to understand the practical supports that can be put in place over the course of the partnership to ease the everyday challenges faced by family carers.
Catherine Cox, Head of Communications and Policy at Family Carers Ireland, said: “Many people providing care don’t realise they’re family carers and often struggle silently, unaware that support is available. Our Heart of Gold campaign aims to break that silence, giving carers the recognition, practical help and reassurance that they’re not alone. We’re delighted to have Lidl’s support this year as our new partner and leverage their stores in communities across the country to reach the ever-growing number of family carers in Ireland. Lidl’s involvement will help us raise vital funds for essential services, including respite care and crisis intervention, making a real difference to the lives of family carers across Ireland.”
Family Carers Ireland’s Heart of Gold campaign runs throughout June, featuring nationwide on-street collections, local fundraising events, and in-store donation opportunities across all 186 Lidl stores. To donate, learn more, or access support, visit www.familycarers.ie.
