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. The report suggests that sustainability is no longer an optional
value but a necessity 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. Despite this, there is 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. Kantar identifies three strategic levers for 2026: building a proprietary business case for growth, mastering category dynamics, and defining a brand-specific growth path.
Why It's Important?
The report underscores the growing importance of sustainability as a driver of profitability rather than a cost. Brands that effectively integrate sustainability into their strategies could see substantial increases in economic value, potentially adding up to 2.7 trillion dollars by 2040. The credibility gap between consumer expectations and corporate actions poses a significant challenge, impacting trust and customer loyalty. As consumers increasingly demand transparency and coherence, brands that fail to align their sustainability narratives with genuine practices risk losing relevance and market opportunities.
What's Next?
Kantar predicts that 2026 will be a pivotal year for brands to transition from intention to impact in their sustainability efforts. Companies are urged to measure meaningful metrics and rigorously plan to transform sustainability into a genuine growth driver. Brands that successfully link sustainability with tangible growth will enhance their economic value and resilience to crises and structural changes. This shift requires a strategic approach that combines emotional and functional metrics to guide innovation, communication, and commercial activation.
Beyond the Headlines
The report highlights the ethical and cultural dimensions of sustainability, noting the increasing consumer demand for authenticity and transparency. As sustainability becomes integral to brand value, companies must navigate the complex landscape of consumer expectations and corporate responsibility. The long-term implications include potential shifts in industry standards and practices, as well as the need for continuous adaptation to evolving environmental and social challenges.
