For millions of Americans, "home" isn't just a place to live — it's the primary center for care. New research from Nextdoor's January 2026 US Caregiving Insights Report reveals that caregiving is a defining characteristic of neighbor life. Neighbors are significantly more likely to be involved in the care of an adult loved one compared to the general population, often serving as the primary decision-makers of their families.
As the demand for caregiving resources grows, here is how advertisers and healthcare providers can tap into this "care-first" mindset to build trust and become an essential part of the family support system.
Caregiving is a common thread that connects neighbors. According to our research:
Implication for advertisers: Treat Nextdoor as a primary channel for care-related services. Due to the fact that neighbors over-index for caregiving in comparison to the general population, assume a large share of your audience is managing a household for two or more generations. As primary decision makers for more than one person in the household, neighbors are likely making more purchases leading to a larger basket size.
Preserving independence for loved ones is a top priority for neighbors with 75% of neighbors citing this as the main reason for choosing in-home care. 50% of neighbors currently use or plan to use in-home care, largely driven by the desire to keep family members in a comfortable, familiar environment.
Rather than full-time or live-in support, utilized by only 10% of households, the majority of in-home care involves targeted assistance of 2 to 8 hours per day. This range shows how there isn't an all or nothing approach when it comes to in-home care.
Implication for advertisers: Lead with lifestyle outcomes like independence and comfort rather than just clinical benefits. Show how your brand helps neighbors spend more quality time together while supporting the recipient's wish to stay at home.
Despite the high demand for care, neighbors face significant hurdles when evaluating professional providers. While quality of care (85%) and reputation (77%) are the most important factors, key details remain elusive.
In the absence of clear data, neighbors turn to their community. 65% of neighbors are likely to turn to Nextdoor to seek care recommendations because they value the real experiences of local people (66%) and find the advice more trustworthy (46%) than other resources.
Implication for advertisers: Design campaigns that prioritize transparency. Surfacing proof points around cost, insurance, and credentials directly in your creative can reduce friction and help caregivers move forward with clarity.
Many neighbors choose to provide care personally to honor a loved one's wishes (55%) or to maintain control over the quality of care (48%). Neighbors provide support in a variety of ways including:
Some neighbors are providing care themselves due to the cost of professional services being too high (48%) or their area lacking good care options (33%). However, 65% of neighbors are very confident in their ability to provide care.
Implication for advertisers: Respect the caregiver's confidence. Position professional services as a support, not a replacement. Frame your offerings as "expert assistants" that help with the heavy lifting, allowing the family caregiver to focus on spending time with their loved one.
Bringing it all together, here’s how to turn these insights into action:
Consideration of professional care needs are often triggered by sudden declines in health (59%) or a direct request from a care recipient (48%). A steady presence ensures your brand is visible when neighbors hit these critical inflection points.
Proximity is a proxy for trust; 75% of neighbors say it is very important that an in-home care provider is locally based in their community. Use geo-targeted creative to reinforce your neighborhood presence and community credibility.
3. Address the "active decision-maker"
Neighbors aren't just "helpers;" they are managing finances (61%) and communicating with medical professionals (73%). Messaging should speak to them as CEOs of the household who are looking for tools to simplify complex decisions.
Out-of-home providers (like assisted living) should emphasize safety and dependability for those facing sudden health declines. Home care services should instead highlight flexibility and the ability to scale support as needs evolve.
With caregiving mentions on Nextdoor increasing 21% year-over-year and 1 in 4 neighbors using Nextdoor for care advice, word-of-mouth is a primary growth channel. Encourage satisfied families to share their experiences, pair that social proof with clear information on insurance and safety standards to de-risk the decision for first-time customers.
Source: Nextdoor Survey, US (01/2026)