Brian is naturally concerned with his status after the accident. Given the fact that the pilot lost radio transmission and that forest in which he landed is uncharted, he is fairly convinced that "they" have no idea where he is. However, he does feel that one aspect of his status that might be a possible benefit is the reconciliation of his parents. Brian feels that since the divorce was rather recent, the fact that he is lost in the wild might bring his mother and father together in their combined attempts to search for him. To this extent, he sees his predicament as possibly a good thing as it can be the event which he projects would jolt his parents into reconciling. In the end, he was somewhat right, as the epilogue tells us that upon finding Brian, his parents do end up going back together for a short period of time, only to split up again. Brian was able to outlast the wildness, but not divorce.
In the beginning of the novel, Brian's plane crashes and his location is not traceable. Since the pilot died in the plane crash, no one knows where he is or the fact that he is even stranded in the woods. He is less caring about where he is than others however. Since he has no idea where he is, his focus is more directed at survival than it is on location. The "They" that you mentioned, is in regards to his parents. As mentioned in the above answer, he cares more about his parents knowing where he is, than he does. Because he believes that his disappearance will bring his parents back together, his thoughts are more preoccupied with that problem, than he is with his location in the world.