Our new Causes That Count 2026 report offers an direct view into those priorities, drawing on responses from 5,000 people across the US, UK, Brazil, India and China.
 
This year’s findings reveal a world under pressure. The cost of living crisis has surged to the top of global concerns, mental health is rising sharply, and growing geopolitical instability is reshaping people’s sense of safety and wellbeing. Meanwhile, climate change remains a top‑five issue for the sixth year running—though deep polarisation, especially in the US, is changing how people engage with it.
 
For businesses, the implications are clear. People want brands to ease daily pressures, communicate with empathy, and take action that delivers tangible personal value—whether through affordability, wellbeing support, or credible sustainability benefits. And as AI reshapes public life, early, transparent communication will be essential to maintain trust.
 
Causes That Count 2026 goes beyond rankings.

It offers practical guidance on how organisations should navigate shifting expectations, mitigate emerging risks, and communicate with relevance in an era defined by anxiety, polarisation and rapid change.