Contents

Use the below to navigate through the sections of this report.

Preface

Understand both what this report is and what it isn't.

Methodology

The research in numbers: 4200 people, 60 causes, across 109 brands, in seven categories.

Go to methodology

The headlines

Most people care about something, and there lies the opportunity for differentiation.

Home is where the doubt is

Perma-crisis. Poly-crisis. Omni-crisis. The challenges shaping Britain.

What causes do people care about?

And how polarised is Britain around them?

What do we expect of brands?

Take a stand or stand back?

What issues are yours to own?

And how should you respond?

Brands making cause their edge

Discover how some brands have successfully made cause their edge.

Conclusion

Does being associated with helping with causes give brands an edge?

Technical note

Full details on our nationally representative sample for this study.