I know it is sensitive but I can’t stop thinking of the connection between: Children vs. brands:
Children don’t survive without your help!
What brand don’t survive without your help?
The interaction between children and you is building strong relationship. What brand ore webpage are having the same moment of “WE grow momentum?” well IKEA is close, but what else got it? For most brands you really don’t need to care about them, so why should you feel for them?