Causes That Count 2026
The global causes shaping trust, relevance and performance
22 January 2026
Event
Stand 228
Contents
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The world is under strain. Cost‑of‑living pressure, rising anxiety and global instability are reshaping expectations of business, while long‑term challenges like climate change remain firmly in focus.
Causes That Count 2026 explores how public priorities are shifting, and what this means for organisations seeking to act with credibility in uncertain times. Now in its sixth year, the study ranks the fifty issues people care about most across the UK, US, Brazil, India and China.
A roadmap for purpose-led leaders
Designed for purpose-led leaders, this report provides evidence-based insights into rising causes, emerging tensions, and the evolution of trust.
Causes that Count is a roadmap for decision-makers in strategy, reputation, and sustainability. By combining global data with actionable implications, it helps leaders align performance with the shifting needs of people and the planet. Because understanding what counts is the first step to acting with impact.
Which causes count right now?
This year’s research reveals meaningful movement in what people prioritise — shaped by personal pressure, global conflict, economic uncertainty and climate risk. The landscape is more complex than in previous years, and simple narratives no longer hold.
Access the full report to discover what counts now
- Which causes are rising to the top of the global agenda
- Where concerns are converging — and where they differ across markets
- How people’s expectations of business are evolving
- What this means for purpose, reputation and long‑term performance
What’s new this year?
New topics introduced to the 2026 index are already making an impact. Ten new causes entered the global top 50, with several outranking long-established issues. Their rapid ascent signals a meaningful shift in global priorities and public attention.
Understanding what’s new — and how these causes interact with existing concerns — provides critical context for anticipating what comes next. For purpose‑led leaders, this is a moment to recalibrate — ensuring sustainability strategy and communication remain both ambitious and grounded.
Explore the causes. Shape what comes next.
Whether you’re stress‑testing priorities, shaping future strategy or navigating an increasingly complex operating environment, Causes That Count 2026 offers a grounded view of what people care about — and how those concerns are changing.
We’d love to explore the causes with you – and, crucially, how you embrace them in this moment.
If you would like to receive a copy of previous years’ Causes That Count reports, please contact us.
We are the world’s leading purpose driven, digitally enabled, science-based activator. And always welcome inquiries and partnerships to drive positive change together.