The mental health crisis received significant coverage in 2023, with reports that the U.S. suicide rate was at its highest since 1941. A December 2024 report estimated that two-thirds of Americans with a diagnosed mental health condition are unable to access treatment even with health insurance.
Although climate change made the U.S. top 10 in last year’s report for the first time, it is back down to 16th place in 2024. This is despite 2023 being a year of record-breaking temperatures and the fact that 63% of Americans expect climate change to get worse in their lifetime.
Partisan gaps in climate concern are likely driving this cause down in the national ranking. In this year’s index, people who vote Republican are 35% less likely to think that climate change is one of the most important issues compared to Democrats.
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What this means for brands
Brands looking to appeal to U.S. consumers in 2024 should be mindful of these partisan differences when it comes to causes. They should focus on issues that unite Republicans and Democrats, as well as how to frame divisive issues in a way that fosters unity.
Mental health and fair wages are current issues that brands could align with as more Americans become aware of inequalities and failures of the system at large. Wars and conflicts directly impact brands’ supply chains and costs, but they must also look beyond this to how they can provide aid and support to communities affected by conflict.
And while climate change dropped out of the top 10 in this report, there is still a vast opportunity—and arguably a necessity—for brands to present their products and services as beneficial to consumers and the climate.
The top 10 issues—both in the U.S. and globally—are now settling down as the key causes of our era. For brands whose operations touch one of these issues, there is a need and opportunity for them to step up purposeful action. And for brands looking to align with a cause that has broad consumer appeal, the top 10 now represent arguably the best bets.
There are major opportunities for brands to help both people and the planet while driving business growth. But careful assessment is required. Stepping in to support non-profit initiatives can lead to a positive impact, but might not always be in line with brand-building activities.
