Sustainability still drives brand equity, Kantar report

Brands should not scale back sustainability marketing despite rising geopolitical tensions and economic uncertainty, according to Kantar’s Sustainability Sector Index 2026.

The study indicates that while concern about climate issues has softened year on year, demand for brands delivering environmental and social impact remains strong.

Kantar surveyed 13,000 people across 12 markets. Wars and conflicts rank as the top concern for 36 percent of respondents, followed by environmental issues at 29 percent, the economy at 28 percent, and crime and safety at 20 percent. Over the same period, concerns about violence, politics and corruption increased, while climate concern declined.

Consumer demand for responsible brands holds firm

Despite competing pressures, 74 percent of respondents say they have tried or are open to trying brands with positive environmental or social impact, up 2 percentage points year on year. The findings suggest that sustainable choices remain relevant, even as global instability shapes consumer priorities.

Karine Trinquetel, Head of Offer, Sustainable Transformation Practice, Kantar: "Rising fears about global international war and economic fragility are taking up more space in people’s minds, making them stressed and overwhelmed. It might be tempting for brands to dial back on sustainability marketing but now is not the time to retreat. Brands that slow down will pay later because equity takes time to build and concerns around the environment will inevitably rebound. But it is essential to acknowledge the political and economic upheavals we are all living through and make the right choice the easy one for people to make."

Greenwashing concerns remain widespread

The report also highlights persistent scepticism around corporate sustainability claims. Fifty-seven percent of respondents say they have seen or heard false or misleading information about sustainable actions taken by brands. The sectors most associated with greenwashing are big tech at 63 percent, news at 62 percent and energy at 60 percent.

Karine Trinquetel: "Big tech brands attract concerns around the social division that can be sowed by their products, such as by platforming misinformation and introducing algorithm biases to the content they show."

Sector pressure varies across industries

The study introduces the Consumer Sustainability Pressure Index, which assesses where sustainability expectations are most intense and difficult for brands to ignore. Oil and gas, fast food and cleaning and homecare rank highest on this metric.

By contrast, AI tools sit among the bottom three sectors for perceived climate risk. Twenty-eight percent of respondents globally could not name a single sustainability issue linked to AI.

Karine Trinquetel: "Sustainability perceptions contribute materially to brand value – they make up to 10% of equity among the BrandZ Global Top 100 Most Valuable Brands. And the first step in building equity through sustainability is to understand the forces shaping consumers’ lives and priorities, as well as the realities of the sector they operate in. This is fundamental to showing up in a way that is relevant and meaningful. Brands that communicate on the wrong topics in the wrong way or pursue misguided strategies are missing out on this opportunity and putting their customers’ trust at risk."

The full report can be accessed here

www.kantar.com

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