Mental wellbeing and specialist health charities are among those with the most “momentum” in terms of how the public see their “brand’s growth, relevance and future trajectory”, research has found.

The research has been revealed by market research firm Vision One in its Charity Brand Barometer report.

The charity with the most momentum is Macmillan Cancer Support, followed by Cancer Research UK and Prostate Cancer.

Other specialist health charities dominate the Top Ten, including the British Heart Foundation, Alzheimer’s Research, Diabetes UK and MND Association.

Mental health charities feature, including Mind and CALM, with Young Minds just outside this list.

Vision One points out that MND Association, Diabetes UK, Young Minds, CALM not currently in the Top 10 in terms of overall brand awareness.

“The brands with the highest Momentum are not always the largest or most established; rather, they are those successfully capturing public attention and cultural relevance,” said the market research firm.

“Mental health charities such as CALM and Mind are strong examples, reflecting the growing societal focus on mental wellbeing.”

It adds that Macmillan being the top rated charity in terms of overall brand awareness and momentum reflects “the growing importance of wellbeing and support services in contemporary society”.

Vision One added: “Momentum is driven not only by awareness, but also by cultural relevance, visibility and a brand’s ability to align with evolving public concerns.”

'Low momentum' charities

Among charities with the lowest momentum scores are Children in Need, Guide Dogs, Save the Children, British Red Cross and Battersea Dogs and Cats Home.

“They are well-established, highly recognisable organisations that enjoy strong public trust and familiarity, yet are not currently perceived to be growing or evolving at the same pace” as those in the momentum top ten, found Vision One.

It added: “History shows that even the most established organisations cannot rely on familiarity alone.

“As public priorities and behaviours evolve, continued relevance, visibility and engagement become critical to sustaining long-term brand strength.”

Mental health charities, as well as those tackling climate change, are particularly appealing to Generation Z, researchers also found.

While older audiences are more likely to support other healthcare, as well as animal welfare, charities.

Vision One’s research is based on the views of more than 3,000 Brits. The firm’s wider research revealed last week that two in three people feel overwhelmed by the level of charity appeals they see.

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