This article from the United Nations Economist Network explores the “Purple Economy,” which places care work—both paid and unpaid—at the heart of economic and social policy. It highlights how care sustains societies, supports human development, and underpins economic growth, yet remains undervalued in mainstream economics. The pandemic has exposed and intensified the care crisis, disproportionately affecting women and migrant workers. The Purple Economy calls for a paradigm shift: recognizing care as a public good, investing in quality care services, ensuring fair wages for care workers, and integrating gender and social justice into economic planning. By linking care with sustainable development, it demonstrates how investments in the care sector can drive job creation, equality, and inclusive, long-term economic growth.