‘Causes That Count, Health’ report – key issues affecting global health

The report focuses on the physical and mental health issues that matter most to people around the world

By Dan Russell

World Health Organization flag

Public health, access to healthcare services, and food and nutrition are some of the most important issues facing people around the world. So, earlier this year, purpose consultancy Revolt launched the ‘Causes That Count, Health’ report. This is a deep dive into the key physical and mental health issues from the annual ‘Causes That Count’ survey of 5,000 people across the UK, the US, India, China and Brazil, looking at which issues matter most to people around the world.

Overall, access to healthcare is the highest-ranked health issue across all markets, scoring in the top ten of all issues considered across the five markets. Many of the causes and consequences of ill health, however, ranked significantly lower, eg obesity, access to healthy food and exercise (29), addiction (drugs, alcohol, gambling) (34) and negative impacts of technology (43). This suggests that people’s attention is most orientated towards treatment rather than prevention of ill health and the maintenance of well-being.

The lowest ranking of our top five issues: obesity, access to healthy food and exercise, is at first glance an issue where most people should feel empowered to make their own decisions. However, there are strong correlations here with inequality, with healthy choices being unaffordable, inconvenient or unattractive options for many people.

The following is a summary of the key findings, looking at how macro causes affect people by economic standing, race, gender and exposure to the impacts of climate change. We also assess the rankings and trends, and suggest what brands can do to manage risks and seize opportunities.

2023 ranking # 03
2024 ranking # 05

Access to healthcare dropped two places to fifth position in the 2024 ranking, but still remains one of the most important issues for consumers. A UN General Assembly report revealed that over half of the global population lacks coverage for essential health services and two billion people face severe financial hardship when forced to pay for healthcare.

‘The key findings look at how macro causes affect people by economic standing, race, gender and exposure to the impacts of climate change’

The US, which spends the most per capita on healthcare, also has the worst health outcomes among high-income nations. Not only do 44% of US adults lack sufficient access to healthcare, but 93% feel that what they do receive isn’t worth the costs.

In the UK, the NHS continues to face increasing backlogs, wait times and dissatisfaction with the quality of care.

Brands and businesses can contribute to improve access by addressing financial barriers, supporting healthcare infrastructure and exploring innovative solutions like AI to improve global access to healthcare. However, it’s important that they understand how consumers’ interactions with healthcare changes and how negative healthcare outcomes increase in the midst of economic hardship.

2023 ranking #13
2024 ranking #11

We now face a global mental health crisis affecting around one billion people and responsible for 14.3% of deaths worldwide. Mental health issues as a public concern has risen two places to 11th in the survey. At a national level, it is highest in the UK and US at 10th position.

The cost of living crisis is also a major stress contributor, with 77% of UK workers experiencing financial stress in the past year, and 52% of workers in the US feeling the same. This can lead to a vicious cycle, where lost sleep leads to tiredness, lower productivity and even lower income. Brands have the chance to forge new relationships with consumers by offering shrewd financial advice.

With one in four older adults in the US experiencing a mental health condition such as depression or anxiety, many brands are working on destigmatising conversations about mental health, but there is still ample room for brands to innovate by addressing the unique challenges certain audiences face. Additionally, brands can focus on practical solutions, such as promoting social interaction or advocating for financial support.

2023 ranking #09
2024 ranking #17

As the pandemic has eased, it is perhaps unsurprising that global public health issues is one of this year’s biggest fallers, dropping eight places to 17th position. Yet, with increasing antimicrobial resistance (AMR) causing drugs and vaccines to be less effective, there is a need for brands to help prevent the issues affecting consumers fading from public awareness. And with growing calls for awareness campaigns to ensure that essential drugs in modern medicine do not become redundant, many brands have the global scale to support this.

A main focus area in public health is women’s health, covering important issues such as closing the gender health gap and contraception. However, brands need to understand local situations when tackling global issues.

Another main focus area is climate change, with the World Health Organization emphasising that climate change will rapidly impact health. While climate disasters only claimed 12,000 lives globally in 2023, the loss of homes and displacement of people can cause outbreaks of diseases and ongoing health issues for many years.

2023 ranking #35
2024 ranking #29

Access and excess weigh heavily on consumers’ minds, as obesity, access to healthy food and exercise rose by six places in this year’s report. Despite hopeful estimates that global food price inflation will fall in 2024, experts warn that the price of wheat could continue to rise.

‘There are strong correlations with inequality, with healthy choices being unaffordable, inconvenient or unattractive options for many people’

While many lack access to staple foods, this is only part of the issue – the World Obesity Federation estimates more than half of the world will be overweight or obese by 2035, with particularly high rates in children and lower-income countries.

And while during the pandemic we saw big developments in fitness tech, very few brands made noticeable strides in this area in 2023, so there is an opportunity for brands to drive leadership here.

Education around nutrition helps people to make the most of their limited resources and to prioritise whole foods over processed ones. Food brands have a particular opportunity to address these issues by providing affordable, sustainable and tasty nutritional support in the form of product innovations and partnerships.

People are at the heart of Revolt’s Causes That Count, Health report and from our findings it’s clear that people are feeling the strain and, as a result, not necessarily making the best choices for their long-term health. No wonder they are increasingly concerned that the healthcare they may one day rely on might not be accessible. Many of the causes and consequences of ill health, however, ranked significantly lower.

Healthcare brands can grow by exploring novel ways of improving healthcare access and going beyond ‘sick care’ (treating people when they are unwell) to find ways to support consumers in pursuit of good physical, mental and social well-being, making these options attractive and affordable.

The public’s focus on treatment, rather than prevention, presents a fundamental shift in what it means to market healthcare. This is arguably the greatest opportunity for the healthcare sector in the decade ahead.

Dan Russell is Head of Health at Revolt