Semrush, a leading online visibility management SaaS platform, had recently published the 2023 Annual Global Issues Index, a comprehensive analysis of the most searched societal issues (based on average monthly Google searches) between January 2019 and June 2023. The study analysed data from 35 countries across the globe. Mental Health emerged as the paramount concern, reflecting the personal nature of online searches and individuals' deep-seated anxieties about the future.
Professor Jeremy Kagan, a distinguished expert from Columbia University, collaborated closely with Semrush to design this innovative study. Leveraging Semrush's robust data collection expertise, the team meticulously analyzed over 157,000 keywords and phrases related to 24 core societal issues, offering a unique glimpse into the concerns of populations worldwide. The research methodology ensured accuracy and validity, reflecting the genuine worries of people navigating an ever-changing global landscape.
In this insightful interview with TheCSRUniverse, Professor Kagan discusses the intricacies of the study as well as the significance of online search data as a powerful indicator of societal concerns. He considers online searches to be a more accurate reflection of people’s thoughts in comparison to their social media posts and even traditional methods like surveys and focus groups. We further explore the variations in social issues across continents, attributing these differences to local conditions, media impact, and societal structures.
Professor Kagan particularly emphasizes on the significance of businesses as well as policymakers being aware of these societal issues. He expresses optimism about the role of the Annual Global Issues Index in shaping global policies. The study's findings carry a strong possibility of using data-driven insights to catalyze positive change and fostering a more informed, responsive, and socially conscious global community.
Read the full interview to understand the problems that people around the world are most concerned about and how these insights can show us the path to improvement:
Q. Ranking of global issues based on frequency of online searches is a unique but very relevant idea in the current times. How did you work with Semrush to design this study/report? What were the challenges that you anticipated and how did you address them?
A. People turn to online search to get answers to their most pressing questions – research shows that people are truthful in their search queries while their tendencies on social media are often more aspirational. It’s for this reason that search volumes are a fantastic proxy to determine what’s on people’s minds. It’s arguably even better than doing a large survey or focus group as people tend to answer those types of research studies in a way that makes them look good, not with their practical concerns.
Semrush and I worked together to ensure that the raw search data was interpreted properly and to reflect and determine potential causes for the findings, rather than simply doing a ‘data dump.’ We also identified various important factors to ensure the research was valid. For example, we made sure each individual search for keywords like “climate change” were categorized under one specific global issue to avoid double counting. Overall, we played a significant role in providing strategic insights and determining the data methodology to ensure the study was as accurate as possible.
Q. The report highlights Mental Health as the top global issue searched online. Why do you think this topic has become such a significant concern worldwide, and what are the implications of this finding?
A. I think Mental Health concerns reflect the very personal nature of online search concerns. There are very real and existential problems all over the world like the pandemic, climate change, and conflict that can make individuals feel adrift and unable to effect change. These macro trends can weigh heavily on a person’s mind and can impact their overall wellbeing – especially if there are no obvious solutions in sight. To me, this reflects a universal truth about people across nations – their concern for the future.
Q. Unemployment is a crucial social, economic and political matter in heavily populated countries like India and China. While it was the leading issue searched online in the US, it did not figure as a top concern in any other region. What could be the possible reasons behind this?
A. The high search volume we saw around unemployment in the US is likely driven by media coverage and people’s awareness of these issues. Additionally, the US has less of a social safety net than some countries, so unemployment actually impacts health and related concerns. Certain issues reflect local media and social structures, not just the concerns themselves, and are a mirror in some ways as to how societies address people’s daily concerns.
Q. Could you discuss the variations in the top social issues across different continents, and what factors might be contributing to these regional differences?
A. Many of the variations we saw in top issues around the world are driven by local conditions as well as the media impact I mentioned. If you are in a country with direct climate impacts, that shows as a bigger concern; if war or conflict is nearby, its impact shows as well. The universal concern with public health reflects its global impact, but the more localized concerns show the variation in nation’s and their current major issues. Climate and other environmental-related issues seem to be another area with a more universal impact.
Q. In your opinion, why is it essential for businesses and organizations to be aware of the societal issues outlined in the report? What role can they play, besides CSR programs, in addressing these concerns?
A. Businesses that want to make an impact on social issues need to also have a solid understanding of their audience’s needs and what matters most to them. Doing so will not only help businesses to make the biggest impact on their potential customers, but it’s also a great way to encourage employees and stakeholders to get behind these efforts as well. The rankings in the Annual Global Issues Index offer an objective way for companies to address the issues customers in their country really care about, or to identify areas of importance where they can have the biggest impact.
Q. Looking at it from the other side, how can a keen awareness and commitment to societal issues help businesses perform better?
A. Being aware of the social issues that matter most to people is a sure way for businesses to show they truly care and listen to their customers. In a world of choices, committing to driving social impact might be the differentiator that a customer uses to choose a product or service or another. It’s not just good for society, but is a sound business decision to show you care about your customers on a deeper level. Just like local businesses support the community, children’s sports teams and the like to show their commitment, larger businesses can show they share their customers' concerns and make their customers feel they can have a bigger impact together than separately. It becomes a joint effort or group undertaking.
Q. The discourse around the negative effects of digital and social media on mental health is rather well established. Given that there is little scope to reverse digital and social media exposure, how can these technologies be leveraged to address issues that have emerged in your report?
A. The negative impacts of digital media are clearly a concern to everyone, but the key is to mitigate negative impacts where we can through a variety of tools. There are so many opportunities for there to be positive impacts as well – but the real challenge is that technology adoption is so rapid these days, we don’t have time to adapt and learn good behaviors. And children are often early adopters who face these challenges directly. In a way, our analysis is a first step in this process, showcasing the concerns of the broadest populations in a way only digital media could reveal through search behavior.
Q. Given the data from the report, how do you foresee these societal issues shaping global policies in the coming years, and what are the challenges that policymakers might face in addressing them effectively?
A. There’s an old saying that what gets measured gets managed. With this kind of transparency into the real concerns of the citizens of any nation, policy makers can be sure they are focusing on the concerns of the many and not the vocal minority or well funded lobbyists. We also hope that this allows companies and their CSR resources to focus on the most pressing concerns – and to be able to track their effective impact over time.
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