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The Journal of Epidemiology and Community Health is dedicated to publishing high-impact scholarship on the social determinants of health (SDoH). Nearly three decades after Sir Michael Marmot, Richard Wilkinson and others helped popularise the modern SDoH concept 1 —later cemented as a framework in the public discourse through a WHO-commissioned report 2 —the imperative for rigorous SDoH research has never been more compelling. The urgency and complexity of these challenges have intensified in recent years, necessitating a renewed and comprehensive research agenda to address the multifaceted threats confronting public health globally. To underscore this critical need, I outline 10 primary rationales for prioritising SDoH research in the contemporary landscape, presented in no particular order: