Lunden expanded her hosting duties to include two additional series on parenting, the Lifetime cable series the award-winning "Mother's Day" (1984) and the syndicated "Everyday With Joan Lunden" (1989). Despite having appeared in one film, "Macho Callahan" in the non-speaking role of a saloon keeper, Lunden turned down the opportunity to appear in Robert Benton's "Kramer vs. Kramer" (1979). She had made cameo appearances as herself in "What About Bob?" (1991) and "Free Willy 2: The Adventure Home" (1995). Lunden has authored several books on parenting and also hosted videos dealing with parenting and fitness.
On September 5, 1997, after twenty years with "Good Morning America", Lunden left the show to pursue other interests. Reportedly, she would continue to host specials for ABC as well as possibly contribute to the network's newsmagazines, although Lunden did not rule out the possibility of appearing in a sitcom.