Regardless of 2023 being seen as a yr of evolving worldwide turmoil, we’re seeing a stabilization of the worldwide points that matter most to folks globally and within the U.S.
“Poverty, starvation and homelessness” is a very powerful situation for folks worldwide in accordance with Revolt’s annual index rating of the 50 points that matter most to shoppers, Causes That Depend. Unsurprisingly, “large-scale battle and wars” was quantity two within the 2024 report. Local weather change takes third place globally.
We’re witnessing populations underneath pressure and looking for assist from their governments; that is very a lot mirrored in considerations which might be uppermost within the minds of individuals around the globe. The problems of famine and meals safety, authorities transparency, entry to healthcare and entry to high quality training all keep firmly within the prime 10.
That is important for purposeful manufacturers trying to perceive which causes are seen as necessary and which most want their help. Most of the prime 10 considerations are actually changing into “era-defining.” In an election yr, it’s extra necessary than ever to do objective correctly, keep true to what your model stands for and align with the values of your viewers.
For Individuals, priorities have shifted
The U.S. mirrors this world image, however with some key shifts that purpose-led manufacturers want to pay attention to. As with the worldwide prime 10, we’re seeing an actual stabilization of the highest 10 points that matter most to U.S. shoppers. “Poverty, starvation and homelessness” is the primary trigger. Within the U.S., for the second yr operating, “entry to healthcare” takes the third spot. Eight of the highest 10 causes are persistently represented year-on-year within the U.S. prime 10, although there are variances in place.
“Massive-scale battle and wars” is the second most necessary trigger Individuals care about, leaping up 5 locations from final yr. The U.S.’ direct involvement within the Israel/Gaza battle has sparked a nationwide dialog round international coverage, changing into an electoral situation that’s growing the hole between public and political pursuits. In 2024, this hole will seemingly improve as fears concerning the penalties emerge.
Two new additions to the highest 10 have been “honest wages” and “psychological well being points.” Regardless of the information that 25 U.S. states will improve the minimal wage in 2024, many respondents are feeling the stress of rising prices that really feel like they’re quickly outpacing their earnings.
