What's Happening?
Kantar, a global consultancy, has released a report emphasizing the critical importance of sustainability for business survival and resilience. The report, titled '2026 Planning for Growth Through Sustainable
Marketing,' highlights that sustainability now contributes up to 10 percent of brand value among the largest global companies. Despite this, 83 percent of brands are perceived negatively regarding sustainability, and 60 percent of consumers believe green messaging is used for commercial purposes only. Kantar identifies three strategic levers for growth through sustainable marketing: building a proprietary business case for growth, mastering category dynamics, and defining a brand-specific growth path. The report stresses the need for brands to transform sustainability from intention to impact, linking it directly to economic growth and resilience.
Why It's Important?
The report underscores the growing consumer demand for genuine sustainability practices, which are increasingly seen as essential for brand trust and loyalty. As sustainability becomes a prerequisite for competitiveness, brands that fail to adapt may face significant losses in trust, relevance, and economic opportunity. Kantar's findings suggest that aligning corporate strategies with consumer expectations can unlock substantial value, potentially adding up to 2.7 trillion dollars by 2040. This shift represents a critical juncture for businesses to integrate sustainability into their core strategies, ensuring long-term resilience against market and environmental changes.
What's Next?
Kantar predicts that 2026 will be a pivotal year for brands to transition from sustainability intentions to impactful actions. Companies are urged to measure meaningful metrics and rigorously plan to leverage sustainability as a growth driver. As consumers increasingly demand transparency and coherence, brands that successfully integrate sustainability into their business models will enhance their resilience to crises and structural changes, positioning themselves for future growth.
Beyond the Headlines
The report highlights an ethical dimension, as brands face scrutiny over the authenticity of their sustainability claims. The credibility gap between consumer expectations and corporate actions poses a challenge that could affect brand loyalty and market share. As sustainability becomes integral to business strategy, companies must navigate complex ethical considerations to maintain consumer trust and drive sustainable growth.
