What's Happening?
Kantar, a global consultancy, has released a report titled '2026 Planning for Growth Through Sustainable Marketing,' emphasizing the critical role of sustainability in business survival and growth. The report suggests that sustainability is no longer
an optional value but a necessary component for resilience and competitiveness. It highlights that sustainability contributes up to 10 percent of brand value among the top 100 global companies analyzed by BrandZ. Kantar projects that effective sustainable strategies could add up to 2.7 trillion dollars in brand value by 2040. Despite this potential, the report notes a significant gap between intention and action, with 83 percent of brands perceived negatively regarding sustainability and 60 percent of consumers skeptical of green messaging.
Why It's Important?
The report underscores the growing importance of sustainability in the business sector, particularly for fashion brands. As consumers increasingly demand transparency and coherence, brands that fail to integrate genuine sustainable practices risk losing trust and relevance. This shift represents a significant opportunity for companies to enhance their economic value and resilience to crises. By aligning corporate strategies with consumer expectations, businesses can leverage sustainability as a driver of profitability rather than a cost. The report's findings suggest that brands that successfully implement sustainable practices will not only increase their market value but also strengthen their position against structural changes and economic downturns.
What's Next?
Kantar identifies three strategic levers for brands to drive growth through sustainable marketing: building a proprietary business case for growth, mastering category dynamics, and defining a brand-specific growth path. These strategies aim to transform sustainability from mere intention to impactful action. As 2026 approaches, brands are encouraged to measure what matters and plan rigorously to integrate sustainability into their growth strategies. Companies that effectively link sustainability with tangible growth are expected to enhance their resilience and competitiveness, positioning themselves favorably in the evolving market landscape.
Beyond the Headlines
The report highlights the ethical and credibility challenges faced by brands in their sustainability efforts. With a significant portion of consumers distrusting green messaging, companies must prioritize transparency and authenticity in their sustainable practices. This shift not only impacts brand perception but also influences purchasing behavior and customer loyalty. As sustainability becomes a central business strategy, brands must navigate the complexities of aligning corporate goals with consumer values, ensuring that their efforts are perceived as genuine and impactful.
