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AHA Launches 'Shop with Heart' to Fund Women's Heart Health

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  Published in Business and Finance on Wednesday, February 18th 2026 at 0:08 GMT by Forbes
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By Anya Sharma

February 18, 2026

The American Heart Association (AHA) unveiled its innovative 'Shop with Heart' campaign yesterday, marking a potentially pivotal shift in how cardiovascular health, particularly for women, is funded and addressed. The initiative, lauded by medical professionals and advocacy groups alike, moves beyond traditional fundraising models to integrate support for heart health directly into everyday consumer spending.

For decades, women's heart health has suffered from a critical disparity in research funding and awareness compared to men's cardiac care. Heart disease remains the number one killer of women in the United States, yet symptoms often present differently than in men, leading to delayed diagnoses and less effective treatments. This disparity isn't simply a medical issue; it's a systemic one, rooted in historical underrepresentation in clinical trials and a lack of focused research. According to a 2024 study published in the Journal of the American College of Cardiology, women are significantly less likely to be included in cardiovascular research, resulting in a knowledge gap that hinders optimal care.

'Shop with Heart' addresses this issue head-on by forging partnerships with major retailers - currently including Nordstrom and Target, with plans for expansion - to donate a portion of proceeds from select products to the AHA's women's heart health programs. This isn't merely a philanthropic gesture from the retailers; it's a strategic alignment with a growing consumer base demanding social responsibility from the brands they support. Consumers are increasingly seeking opportunities to 'vote with their dollars,' and 'Shop with Heart' offers a clear, accessible pathway to do so.

Dr. Amelia Chen of the Mayo Clinic, a leading voice in women's cardiology, believes this campaign's success hinges on its multi-faceted approach. "Funding is crucial, of course," she explains. "But equally important is the campaign's emphasis on education. The in-store displays and interactive online resources are designed to empower women to understand their own risk factors, recognize the unique symptoms of heart disease, and advocate for their own health." These resources include symptom checklists tailored to women, information on preventative measures like diet and exercise, and guidance on how to discuss heart health concerns with their doctors.

The AHA is going beyond simply labeling products with a 'Shop with Heart' designation. They are employing QR codes on packaging that link consumers to detailed information about the campaign and the specific programs their purchases are supporting. An augmented reality experience is also being rolled out in select stores, allowing customers to 'virtually' learn about the heart and how to keep it healthy. This immersive approach aims to transform shopping from a passive activity into an active engagement with heart health awareness.

David Miller, an AHA spokesperson, highlights the campaign's long-term vision. "We're not just looking for one-time donations. We want to build a sustainable model that consistently supports women's heart health research, advocacy, and preventative programs. This is about creating a movement, not just a marketing campaign."

The 'Shop with Heart' initiative represents a broader trend in healthcare fundraising - a move towards consumer-driven philanthropy. Other organizations are exploring similar models, recognizing that engaging the public directly is often more effective than relying solely on traditional donations. However, critics caution that transparency is key. Consumers will need to be assured that a significant percentage of the proceeds are genuinely directed to the AHA's stated goals and that the participating retailers are committed to ethical and sustainable practices.

Looking ahead, the AHA plans to expand the 'Shop with Heart' program to include more retailers and product categories, potentially even extending to digital purchases. They are also exploring partnerships with wearable technology companies to integrate heart health monitoring into the shopping experience. The ultimate goal is to create a comprehensive ecosystem where consumer choices directly translate into improved cardiovascular health for women - a vision that, if realized, could finally bridge the gap in care and save countless lives.