What's Happening?
Kantar's latest report, '2026 Planning for Growth Through Sustainable Marketing,' highlights the critical importance of sustainability for business survival. The report emphasizes that sustainability now contributes up to 10% of brand value among the largest
global companies. Despite this, a significant credibility gap exists, with 83% of brands perceived negatively regarding sustainability and 60% of consumers distrusting green messaging. Kantar identifies three strategic levers for growth: building a proprietary business case for sustainability, mastering category dynamics, and defining a brand-specific growth path.
Why It's Important?
The report underscores the necessity for brands to integrate sustainability into their core strategies to enhance resilience and competitiveness. As consumers increasingly demand transparency and coherence in sustainability practices, brands that fail to act risk losing trust and relevance. Kantar's findings suggest that successful integration of sustainability could add up to $2.7 trillion in brand value by 2040, highlighting the economic potential of sustainable practices.
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 plan rigorously to transform sustainability into a genuine growth driver. Brands that effectively link sustainability with tangible growth will enhance their economic value and resilience to future crises.
Beyond the Headlines
The report suggests a shift in consumer expectations, where sustainability is no longer a marketing tool but a fundamental business requirement. This change may lead to increased scrutiny of corporate sustainability claims and a demand for more authentic and measurable practices.
