One thing we love to do for brands is identify emerging issues they can credibly take a stand on. This means staying on top of developments at the forefront of major cause areas like sustainability and mental health, as well as keeping a close eye on emerging trends and tech to see how new social issues rise up in response.

To help brands anticipate the issues on the horizon in 2024, we’ve created a list of 5 Causes of Tomorrow they could support. These are issues bubbling to the surface that we think will only become more important with time, meaning brands could take a true leadership position by starting to tackle them now.

Before diving in, a quick hello: We’re Onward - an independent consultancy that helps businesses and brands push themselves and the world onward. If you’re in charge of a brand and need help finding an ownable, future-proof cause, get in touch at hq@weareonward.co

Cause #1: ‘AI Gender Gap’

Here is what DALL-E 3 produced when given the prompt, “Artwork to illustrate the issue of the Gender AI Gap, which over time may impede gender progress”

What’s the issue?

Suddenly, it seems like everyone is using ChatGPT and other large language models to supercharge their productivity and gain an edge. But only 35% of women are incorporating AI into their personal or professional lives, compared to 53% of men, according to a survey of 5,600 professionals.

AI expert, Jodie Cook, highlights one deeply ingrained reason behind this AI Gender Gap: "Stem fields [science, technology, engineering, and mathematics] have traditionally been dominated by males...The current trend in the adoption of AI tools appears to mirror this disparity, as the skills required for AI are rooted in Stem disciplines."

With AI becoming increasingly integral to our lives, if men continue to disproportionately harness this new tool to get ahead, the AI Gender Gap will be a major barrier to gender equality IRL; harming career advancement and leadership opportunities for women.

What could brands do?

Collaborate with AI experts and nonprofits like GrowthTribe to create free online training resources aimed at boosting women’s confidence in all things AI to help close the gap.

Leverage their media power to raise awareness of the opportunity cost, both at a personal and broader gender equality level, of failing to fully embrace this revolutionary new technology, in order to inspire female AI engagement.

Concentrate their efforts on the next generation of women by partnering with organisations like Girls Who Code to train girls in essential STEM skills related to AI.

Which brands could be a natural fit?

AI and tech brands, female-focused brands, brands who fight for gender equality and female empowerment, brands who care about digital literacy or youth education.

Further reading

Why fewer women are using AI than men

How women’s jobs are also more likely to be disrupted by AI

How AI itself could reduce gender performance gaps in learning

We’ll share the four other Causes of Tomorrow over the coming weeks.