Sustainability is now central to brand resilience and growth but trust is low, engagement is limited, and the value-action gap persists. Most people don’t believe brands are making a positive impact, and when trust falters, growth stalls. For too long, brands have debated the business case, treated sustainability as an add-on, and struggled to connect with consumers in ways that drive real change.
2026 is the year to break this cycle. The stakes have never been higher: environmental and social challenges are accelerating, and the cost of standing still is lost trust, lost relevance, and missed opportunity. It’s time to move from intention to impact, embedding sustainability at the heart of every growth strategy, with evidence, discipline, and commercial intent.
Sustainability in Action is our commitment to making sustainability tangible and doable through example‑led marketing. Every chapter, webinar and resource leads with real‑world cases, showing what works, how it works, and the measurable difference it makes.
Throughout 2026, we bring Kantar’s latest thinking on how sustainability is reshaping brand choice, expectations and growth. It reflects a shift from sustainability as a values or compliance topic to sustainability as a source of brand equity, competitive advantage and business performance.
This campaign draws on Kantar’s Strategic Intelligence for Sustainable Transformation, combining sector context, brand equity insight and behavioural understanding to inform how sustainability can work harder for brands.
Building effective sustainability marketing in 2026
Webinar
Discover what the new edition of Kantar’s Sustainability Sector Index reveals about people’s expectations in 2026, and how brands can make clearer, more credible sustainability marketing decisions that build trust and drive growth.
Don’t miss out:
11-12 February 2026
Chapter 2
Coming soon
Chapter 3
Coming soon
Chapter 4
Coming soon
Kantar provides Strategic Intelligence for Sustainable Transformation
Our multi‑award‑winning portfolio moves brands from ESG to Equity, connecting sustainability strategy directly to brand value, competitive advantage and enterprise growth.
Understand trends, sector and market
Use Sustainability Sector Index and DX Analytics to reveal how sustainability is shaping your category and competitive landscape.
Drive brand equity
Use BrandSustainability to asses how your brand is perceived on sustainability with validated metrics and where to focus to drive brand equity.
Understand underrepresented groups
Understand how under‑represented audiences perceive your brand and where inclusion can drive growth with Brand Inclusion Index.
Understand your segments
Use Bridging the Gap insights to identify sustainability attitudes and behaviours across your audience groups.
Understand how your sustainability messages work
Look at Kantar’s and Ad Net Zero ad tracker insights to understand how sustainable behaviours messaging land and how well they support greener advertising goals.
Understand your innovations
Evaluate sustainable innovations to ensure they meet real consumer needs and deliver impact.