American consumers are increasingly calling on brands to take a visible and meaningful role in addressing mental and physical health challenges, as personal wellbeing climbs the list of top national concerns for 2026, according to new consumer research.
Findings from Attest’s latest U.S. consumer trends study indicate that health-related issues now rank ahead of several traditionally high-profile topics, reflecting a shift in what people expect from the brands they support. Mental health was identified as a major concern by a quarter of respondents, while concerns about physical health ranked even higher, underscoring the growing pressure on companies to engage beyond products and services.
Brandspur Brand News reports that the data points to a widening expectation gap, where consumers increasingly view brands as social actors with influence, especially in areas where public policy responses are perceived as inadequate. Mental health, in particular, has emerged as the single most important issue consumers want brands to address publicly, surpassing climate change, racism and other widely discussed social causes.
The research highlights sharp demographic differences in how wellbeing concerns are experienced. Younger adults, particularly those aged 18 to 24 and 35 to 44, are significantly more likely to prioritise mental health, while concern about physical health rises steadily with age. Women and lower-income earners were also more likely to list mental health as a top issue, reinforcing the emotional and economic dimensions shaping consumer expectations.
Beyond concern, the study shows a strong appetite for brand-led advocacy. More than one-third of Americans said they want companies to actively support mental health causes, with support strongest among younger consumers. Access to healthcare also ranked high, pointing to a broader demand for brands to contribute to solutions that improve quality of life rather than remain neutral observers.
Several companies are already aligning brand identity with wellbeing initiatives. Digital wellness platform Headspace has integrated mindfulness into fitness through collaborations with Nike, while beauty retailer Sephora has partnered with the Rare Impact Fund to expand youth access to mental health resources. Food brand Ben & Jerry’s and healthcare-focused retailer CVS Health have also linked advocacy and community health initiatives to their long-standing corporate values.
The research cautions, however, that consumers are increasingly sensitive to superficial engagement. Experts say symbolic messaging or one-off campaigns may undermine trust if not backed by sustained action, relevant partnerships or internal workplace policies such as mental health support for employees.
Despite the strong demand for engagement, a notable segment of consumers still prefers brands to avoid overt political positioning. This suggests that health-related initiatives resonate most when framed around care, access and empathy rather than ideological activism.
With mental and physical health now central to consumer priorities, the study concludes that brands face a strategic choice: remain transactional or evolve into trusted partners in wellbeing. For companies willing to engage authentically, the findings suggest that meaningful action could strengthen relevance, loyalty and long-term brand trust in an increasingly values-driven marketplace.
