Understanding what motivates people and how to engage with them on important subjects is crucial for communications professionals. For those in the realm of corporate social impact, understanding consumers’ primary concerns is essential.
To assist brands in navigating this complex landscape, global creative consultancy Revolt releases its Causes That Count Index annually. This index aims to guide companies in making a positive impact while identifying key issues that can foster meaningful connections with people, as explained by President Richard Arscott.
The latest report, based on a survey of 5,000 individuals across the US, UK, China, Brazil, and India, revealed that “Poverty, hunger, and homelessness in my country” ranked as the top issue in all nations except China, where it held the second position.
According to Revolt’s research, poverty was a significant concern among American consumers in the Causes That Count report.
The top ten concerns for US consumers included:
- Poverty, hunger, and homelessness in my country
- Large-scale conflict and wars
- Access to healthcare
- Unemployment and job security
- Government transparency, corruption, and threats to democracy
- Crime, violence, gun control
- Famine and food security
- Access to quality education
- Fair wages
- Mental health issues
Economic-related issues dominated the American list, with healthcare, job security, education, and fair wages among the top concerns. Arscott noted the domestic focus of these issues, highlighting the persistence of healthcare as a significant concern.
Political issues also featured prominently, with topics like government transparency and conflicts ranking highly. Arscott emphasized the growing relevance of these politically charged issues as the country heads into an election year.
Revolt President Richard Arscott
One striking difference between American concerns and those of other nations is the prioritization of environmental issues. While climate change ranks high globally, it ranks lower in the US.
Arscott advised brands to tailor their responses to these consumer insights based on their identity and values. Noting that not every issue is relevant to every brand, he stressed the importance of authenticity and relevance in addressing important social issues.