Subaru Boosts Aid as Child Homelessness Reaches Crisis Levels

CAMDEN, NJ – January 12, 2026 – As the United States grapples with an unprecedented surge in homelessness, Subaru of America, Inc. today announced a significant expansion of its partnership with the nonprofit Operation Warm. The initiative, now in its third year, aims to provide brand-new coats, shoes, and socks to more than 140,000 children facing urgent need, a response that comes as new data reveals children are the fastest-growing homeless population in the nation.

This season's effort, part of the Subaru Loves to Help® initiative, will bring the total number of children supported by the partnership to over 430,000. By the end of this year's distribution, the automaker's combined philanthropic efforts will have reached over one million children and adults nationwide, a stark milestone reflecting both a deep corporate commitment and a deepening societal crisis.

A Crisis Unfolding in Plain Sight

The backdrop for this initiative is a deeply troubling trend. Recent analysis of federal data highlights a staggering increase in homelessness, with children under 18 experiencing the largest single-year spike of any age group. Between 2023 and 2024, the number of children experiencing homelessness on a given night rose by an alarming 33%, with homelessness among families with children increasing by 39%—the highest jump across all population categories.

Even these figures, collected by the U.S. Department of Housing and Urban Development (HUD), may not capture the full scale of the issue. Data from the National Center for Homeless Education (NCHE), which uses a broader definition including children living in motels or doubled-up with other families, estimates that approximately 1.4 million students experienced homelessness during the 2022-2023 school year. This represents a 110% increase since the 2004-05 school year, illustrating a long-term, systemic crisis.

For these children, the challenges extend far beyond the lack of stable housing. The experience of homelessness can lead to developmental delays, chronic absenteeism from school, and severe emotional distress. This is the reality that organizations like Operation Warm confront daily.

“For a child, a warm coat or pair of comfortable shoes and socks is more than clothing – it's confidence, emotional well-being, and the ability to show up fully inside and outside of the classroom,” said Grace Sica, Executive Director of Operation Warm. “For families navigating homelessness or urgent need, these items matter profoundly. Subaru's continued partnership allows us to expand our reach year after year, and we're thankful for their sustained commitment to showing up for children who need it most.”

More Than a Car Company, More Than a Coat

Subaru has built its brand identity around its “Subaru Love Promise,” a corporate philosophy that positions the company as “More Than a Car Company®.” This partnership is a cornerstone of that vision, demonstrating a sustained commitment that goes beyond a simple financial donation. It represents an integrated approach to corporate social responsibility (CSR) that is woven into the company's marketing and community outreach.

The collaboration with Operation Warm is a prime example of this philosophy in action. It aligns directly with the nonprofit's own mission of delivering “More Than a Coat®,” which emphasizes the profound psychological impact of new, high-quality essentials. The program is designed to provide not just physical warmth but also a sense of dignity and hope.

“We've seen firsthand how a new coat or pair of shoes and socks can transform and enhance a child's confidence,” noted Alan Bethke, Senior Vice President of Marketing at Subaru of America, Inc. “As we begin our third year of collaboration with Operation Warm, we're honored to continue working alongside our retailers to support families and communities who need it most, helping to ensure that every child feels ready to take on the day ahead and succeed.”

This long-term strategy is a hallmark of Subaru's philanthropic efforts, most famously demonstrated by its annual “Share the Love” event, which has generated over $285 million for charities since its inception. By focusing on sustained partnerships, the company aims to create a more lasting impact than what could be achieved through intermittent, one-off campaigns.

From Showroom to Shelter: A Nationwide Effort

The scale of the 2026 initiative is made possible through the direct involvement of Subaru's extensive retail network. Over 620 Subaru retailers across the country will transform their community roles by hosting and participating in local gifting events. These events are often held at shelters, support agencies, and community centers, bringing the resources directly to the children who need them.

A critical element of the program is its focus on choice and dignity. Rather than receiving a pre-selected item, children are invited to personally select their own coats, shoes, and socks from a range of refreshed, on-trend styles and colors. This simple act of choosing empowers children, boosts their self-esteem, and ensures they receive items they are excited to wear—a small but significant factor in helping them feel confident among their peers at school.

This grassroots approach, leveraging local dealerships as community hubs, allows a national campaign to have a tangible, personal impact in hundreds of towns and cities. It turns a corporate directive into a series of meaningful local interactions, with dealership employees often volunteering their time to help fit shoes and celebrate with the children.

To raise awareness, Subaru is launching an integrated ad campaign titled “Subaru Loves to Help - #1 Automotive Brand for Social Impact.” The campaign will debut on NBC's TODAY Show and run across major streaming and digital platforms, including Peacock, Hulu, and Roku, with extensions on social media channels like Meta and TikTok. The campaign aims to highlight the company's commitment to improving lives and inspire others, reinforcing that the automaker's promise of love and support is a core component of its identity.