Home care brands in the U.S. face strong headwinds across the digital ecosystem. With consumer demand for transparency on the rise, legacy brands have been slower to integrate ingredients onto sites compared to smaller, more nimble competitors. Even as brand building transitions to digital, most home care brands have yet to find their footing on visual-first platforms like Instagram. Additionally, Amazon’s growing advertising business and expanding private-label assortment increasingly threaten brands’ visibility and overall performance on the platform. With pressure mounting, brands must maximize the potential of their creative assets across top-of-the-funnel marketing channels, adapt to new digital platforms and coordinate e-commerce media budgets to increase their share of online baskets.