Commentary

Study: Issues That Keep People Up At Night


Poverty, climate change, access to healthcare, job security and large-scale war are the top 5 issues that keep people around the world up at night, according to a new report from creative consultancy Revolt North America. 

The report is based on a survey of 5,000 people across the US, UK, Brazil, China and India.  

Globally, the top-5 issues this year were the same as last year, albeit in slightly different order.  

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In the US the biggest concerns are a bit different, with crime/violence/gun control and government transparency/corruption/threats to democracy joining poverty, healthcare access and job security as the top concerns. Climate change doesn’t break the top-10 list of worries.  

The report, now in its fifth year and called “Causes That Count,” addresses 50 major issues across political, social, environmental, technology and economic sectors.  

Loneliness, religious tolerance, gender identity rights, fake news and self-esteem are concerns ranked toward the bottom of the global list.  

What are brands to make of this study?  

Here’s what the report states: “Given the complexities of this landscape, there is no one-size-fits all piece of advice for business. Anyone looking to find, refresh or re-engage on the causes in this report needs to triangulate between what support the issue needs, what help they can contribute to it and what action their stakeholders want to see. For a mainstream, mass-market brand, it might be right to back a cause in the top 10. For niche, challenger brands the best strategy might be to look to the bottom half of the table and champion a forgotten issue or to try and bridge the divide on a polarizing one.” 

You can access the full report here in exchange for a little information about yourself.  

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