Advertising must act to tackle forgotten and deprioritised issues

Poverty, healthcare, job security and climate change are now among the most pressing concerns for people around the world as they seek to manage the challenges brought on by a perfect story of economic, geo-political and environmental change. 

For the past five years, Revolt has published its annual Causes That Count index, ranking 50 of the most important issues to people across the UK, US, Brazil, China and India. The research, which takes in the views of over 5,000 people, has revealed significant patterns in consumer concerns.  

'Poverty, hunger and homelessness' has shown a significant rise in perceived importance over the past five years.

'Poverty, hunger and homelessness' has shown a significant rise in perceived importance over the past five years, moving from 12th place in 2021 to ranking 1st for the past three years. This is not surprising, as many in the world are still grappling with inflation and the very real pressures of the cost-of-living crisis.

Above: Revolt's Causes That Count index ranks the 50 most important issues to people across the UK, US, Brazil, China and India.

'Climate change' has ranked no lower than 4th in Revolt’s ranking over the past five years, this year dropping just one place, from 3rd in 2024. This shows its consistent importance to the public, even in the face of climate denial and the Trump administration. And, ‘access to healthcare’ rises to the 3rd most important global concern. Its prominence reflects the enduring, universal importance of healthcare access, which has only been amplified by the pandemic.

There are several major global concerns that are losing public attention, despite not being resolved.

But, though there is clear consumer focus on some of the most pressing issues of our time, there are several major global concerns that are losing public attention, despite not being resolved. Revolt has found ‘the plastics crisis’ has significantly declined in perceived importance over the past five years, and ‘recycling and waste’ is dropping from public focus and ‘gender equality’ is now virtually at the bottom of the ranking. While these and other issues remain critical, they ­are being overshadowed by more immediate global challenges. 

In recent months, we’ve seen major shifts in policy and attitudes to diversity, equity and inclusion (DEI). The new Trump administration is actively dismantling US government-led diversity and inclusion initiatives and there have been reports of several large companies scaling back or completely removing their DEI initiatives, such as Amazon, Google, Meta, Walmart and McDonald's. 

Above: Climate change remains an important topic, despite the rise of climate denial from some government administrations. 

However, despite these changes, the issue of ‘gender inequality’ has remained relatively stagnant over the past five years in Revolt’s rankings, with little fluctuation in its position – this year, in 45th place. This consistency suggests that while gender inequality continues to be recognised as an important issue, it may not be seen as urgent compared to other global challenges.

The rise of the ultra-conservative views and the growing discourse around gender roles is likely having an impact on the perceived importance of gender inequality among certain demographics. While gender equality has made significant progress in some areas, backlash against feminist movements and increasing polarisation of views is affecting public focus on the issue. Some will continue to rank this issue highly, for others it remains a lower priority.

The rise of the ultra-conservative views is likely having an impact on the perceived importance of gender inequality among certain demographics.

Similarly, ‘sexuality and gender identity rights’ has consistently appeared at the bottom of Revolt’s rankings over the past five years. While it remains important to certain groups, it struggles to gain widespread and sustained public appeal, partly due to increasing polarisation, particularly around transgender rights. 

As visibility and advocacy for trans rights has grown, so too have contentious debates over issues like access to healthcare, participation in sports, and legal recognition. In the UK and US, political and cultural divisions – fuelled by intense media attention, legislative battles and vocal opposition – have amplified tensions.

Above: Gender inequality is, this year, in 45th place on the Causes That Count ranking, suggesting that it may not be seen as urgent compared to other global challenges.

Pollution from plastics is a huge and growing problem. Today, we produce about 400 million tonnes of plastic waste every year and it is estimated that 75 to 199 million tonnes of plastic is currently found in our oceans (UNEP). However, ‘the plastics crisis’ has significantly declined in perceived importance over the past five years in Revolt’s rankings, dropping from 34th in 2021 to 44th in 2025. This may reflect a sense of fatigue around the issue, despite the urgent need for action.

More than half of the world’s GDP is directly threatened by biodiversity loss, highlighting the need for scaled-up, nature-based solutions.

Another critical problem facing the planet is declining biodiversity. The average size of our wildlife populations fell by 73% between 1970 and 2020, according to the WWF. The UK has one of the lowest levels of biodiversity in the western world, with only 50.3% still remaining (Natural History Museum). However, ‘biodiversity and species extinction’ has dropped from 28th in 2021 to 38th this year in Revolt’s ranking. 

More than half of the world’s GDP is directly threatened by biodiversity loss, highlighting the need for scaled-up, nature-based solutions from governments, businesses and brands alike.