Despite 2023 being viewed as a year of evolving international turmoil, we are seeing a stabilization of the global issues that matter most to people globally and in the U.S.
“Poverty, hunger and homelessness” is the most important issue for people worldwide according to Revolt’s annual index ranking of the 50 issues that matter most to consumers, Causes That Count. Unsurprisingly, “large-scale conflict and wars” was number two in the 2024 report. Climate change takes third place globally.
We are witnessing populations under strain and seeking help from their governments; this is very much reflected in concerns that are uppermost in the minds of people around the world. The issues of famine and food security, government transparency, access to healthcare and access to quality education all stay firmly in the top 10.
This is significant for purposeful brands looking to understand which causes are seen as important and which most need their support. Many of the top 10 concerns are now becoming “era-defining.” In an election year, it’s more important than ever to do purpose properly, stay true to what your brand stands for and align with the values of your audience.
For Americans, priorities have shifted
The U.S. mirrors this global picture, but with some key shifts that purpose-led brands need to be aware of. As with the global top 10, we are seeing a real stabilization of the top 10 issues that matter most to U.S. consumers. “Poverty, hunger and homelessness” is the number one cause. In the U.S., for the second year running, “access to healthcare” takes the third spot. Eight of the top 10 causes are consistently represented year-on-year in the U.S. top 10, even though there are variances in position.
“Large-scale conflict and wars” is the second most important cause Americans care about, jumping up five places from last year. The U.S.’ direct involvement in the Israel/Gaza conflict has sparked a national conversation around foreign policy, becoming an electoral issue that is increasing the gap between public and political interests. In 2024, this gap will likely increase as fears about the consequences emerge.
Two new additions to the top 10 were “fair wages” and “mental health issues.” Despite the news that 25 U.S. states will increase the minimum wage in 2024, many respondents are feeling the pressure of rising costs that feel like they are rapidly outpacing their earnings.
