Over the past couple of years, we’ve seen governments shift their opinions and policies on key issues of our time, such as climate change and diversity and inclusion. The reappointment of Donald Trump as US President, has brought this into sharp relief with a spate of public statements and executive orders signalling about turns on areas such health, welfare and the environment, threatening what many see as hard fought progress.

So, it’s in this time of change and uncertainty that both brands and the advertising industry have a greater need and opportunity to help tackle some of the biggest issues facing people and planet. With a growing onslaught of commentary on global issues – from an array of sources and with a variety of agendas –  it’s essential that the industry stays connected to the real concerns of consumers. The fights of previous years may no longer have quite the same imperative as those of today and tomorrow.

By analysing and understanding what most concerns consumers, brands are able to shape their purposeful business activities to help people achieve the lives they seek. And through their advertising and marketing they can reassure them that they are doing their part to manage the impacts of big threats. 

For the past five years, Revolt has published its annual Causes That Count index, ranking 50 of the most important issues to people across the UK, US, Brazil, China and India. This year’s survey of more than 5000 people, has found that some of the most pressing concerns are those affected by shifts in policy by governments around the world.

‘Climate change’ has ranked no lower than 4th in Revolt’s ranking over the past five years, this year dropping just one place from 3rd in 2024. This shows its consistent importance to the public even in the face of climate denial and an incoming Trump administration. We’ve seen a host of extreme weather events, most recently devastating floods in Spain and the hottest summer on record in Nevada. There is a clear need for brands to focus on the impact climate change is having on people’s everyday lives, such as soaring food inflation, and to present beneficial products and services.

‘Large-scale conflicts and wars’ has risen sharply in public concern over the past five years, climbing from 13th place in 2021 to 5th in 2025. This trend reflects growing anxiety over the war in Ukraine, the Israel-Palestine conflict, alongside emerging threats such as India-China border tensions and Taiwan. Brands will be rightly focused on their rising costs, but should also look at how they can provide support for communities affected by conflict.

‘Access to healthcare’ has consistently ranked as a top concern, fluctuating slightly between 3rd and 5th place over the past five years. Its steady prominence reflects the universal and enduring importance of healthcare access, which has only been amplified by the COVID-19 pandemic. Access to healthcare’s 3^rd place in this year’s ranking is likely driven by key issues such as ageing populations, healthcare affordability, and increasing concern about the lack of adequate healthcare for so many people around the world. Brands looking to take on this fight can find ways to help people access and enjoy a healthy lifestyle. They should also consider how their consumers' needs change through life stages so they can help them to better care for friends and family.

Despite the clear consumer focus on some of the most pressing issues of our time, there are several other major global concerns that are losing public attention, despite not being resolved. Brands that are most affected or concerned about these issues need to find new ways of engaging their audiences – how to stay relevant as culture changes will become a front and centre challenge around the world.  

‘The plastics crisis’ has significantly declined in perceived importance over the past five years, dropping from 34th in 2021 to 44th in 2025. This decrease may reflect a sense of fatigue around the issue. The ongoing prevalence of plastic in ecosystems and its links to health risks underscore the need for urgent action and innovation in materials and waste management. The declining ranking of ‘Recycling and waste’, from 18th in 2021 to 25th in 2025, suggests that while the issue remains relevant, it has been overshadowed by more immediate global challenges such as climate change, economic instability, and health crises.

So how should brands and the advertising industry respond to what consumers are telling us are the issues that matter most, and step to tackle those that are simply not getting the attention they need?

Firstly, brands have to actively listen to what consumers have to say and get to grips with the issues that affect them most. This will provide vital direction. However, alignment with a particular cause must be on the basis that it’s right for the business. While purpose is about helping people and planet, it’s also a key lever for business growth, so it must be authentic and embraced throughout a brand’s operations.

Focus purpose communications on shared concerns and values. As policy and culture shifts, brands and the advertising industry must stand firm in their beliefs and actions. However, with growing divisions in society, it’s vital to use language and adopt approaches in advertising that creates harmony and unifies people.

And, finally, remember the power of creativity in purpose communication. Dull advertising, laden with information, simply doesn’t cut in purpose – or any communication for the matter. Great creative, that makes us laugh, makes us think and really grabs our attention, is the only way to win hearts and minds in purpose.