Sustainability

Identify 'where to play'

Our expertise in sustainability consultancy enables you to understand what issues you should address and how that relates to your brand, business vision and stakeholder interests.

We provide sustainability consultancy services that help you identify 'where to play' by pinpointing your consumers' key values and sector-specific expectations about sustainability.

of consumers say we need urgent action to address climate change.

of consumers say it’s business's responsibility to solve climate and environmental issues.

of marketers say sustainability agendas should be more ambitious.

of marketers believe it's part of their job to push sustainability.

Our Solutions

BrandSustainability provides a clear understanding of brands' sustainability credentials and how efforts in this space contribute to brand building. And it identifies where to focus to leverage sustainable marketing as a powerful contributor to brand equity. This unique, industry-first solution provides the necessary guidance on the often-missed critical step of Brand strategy and positioning on sustainability; filling the insight gap between the understanding of the changing landscape and brands’ activations.

BrandSustainability helps you take sustainable marketing to the next level by answering these key questions:

How is your brand truly perceived on sustainability?
Is your brand at riskmitigate?
Does your brand leverage sustainability perceptions to boost its equity?
How can you tell your sustainability story in a way that contributes to your equity?
What is your most efficient route to market to make gains and avoid loses?
What are the best routes and opportunities to sustainable innovation for your brands vs. competitors?

Key Features

Measure brand sustainability perceptions

Measurement is the starting point of taking better decisions for the brands and, in this incredibly important space, current methods are insufficient, not to say misleading. We measure your brand and competitors Sustainability Score to equip you with the most accurate KPI for a brand on sustainability – it is a validated measure against levels of rejection and adoption a brand faces.

Leverage Kantar’s Meaningful Different Salient Framework

By integrating Kantar’s Meaningfully Different and Salient framework, BrandSustainability assess the impact of your brand perceptions on sustainability on brand equity.

Find your path to brand building and growth through sustainability

Optimize brand sustainability strategy: positioning, go-to market approach, and innovation opportunities to resonate more deeply with consumers whilst building your equity.

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Brand Inclusion Index focuses on people’s perception of a brand’s diversity, equity, and inclusion (DEI), giving a voice to people who tend to be excluded by brands. This solution also comprises a ranking of inclusive brands, as well as a diagnostic tool for category-level insights, crucial for inclusion marketing.

Key Features

Learn from brands leading on inclusion

Understanding expectations for diversity, equity, and inclusion is key to effective inclusive marketing. The Brand Inclusion Index helps brands assess their DEI perception, offering essential insights for brand inclusion strategies.

Closing inclusion gaps

The Index identifies populations your brand needs to focus on, highlighting areas for improvement and strengths to celebrate. This helps close inclusion gaps and enhances inclusive marketing efforts.

Insights for brand inclusion

Utilise insights from the Brand Inclusion Index to craft campaigns that resonate with diverse audiences, improving brand perception and fostering an inclusive environment.

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Kantar’s Sustainability Sector Index offers invaluable insights on sustainability, derived from 32,000 interviews across 42 sectors in 33 countries. This data helps you understand what sustainability means for your sector, how consumers perceive your brand, and how to build trust and leadership in this crucial area.

Key Features

Develop a sustainability strategy

Shape your marketing guiding principles around sustainability. The Sustainability Sector Index enables you to prioritise key topics, ensuring your brand focuses on what matters most to consumers and the planet.

Become a sustainability leader

Identify and leverage the factors that will have the most significant impact. By understanding consumer perceptions and expectations, your brand can position itself as a sustainability leader, driving meaningful change and building lasting trust.

Sharpen your activations

Utilise detailed insights on sustainability issues to enhance your brand strategy. The Sustainability Sector Index provides a clear roadmap to sharpen your activations to maximise engagement in terms of messaging, tone and targeting.

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Powerful purpose aligns with emotion. With NeedScope we help you integrate purpose seamlessly into your brand in a relevant and irresistible way. Purpose isn’t an afterthought. It should align with your brand cohesively — from its functionality to its emotive core.

Key Features

Identify purpose opportunities

Identify the best purpose opportunities to build your brand’s positioning. NeedScope helps you pinpoint the most impactful areas to focus on, ensuring your brand purpose aligns with consumer expectations.

Sharpen brand purpose activities

Sharpen your brand’s purpose activities to be consistent with your brand positioning. Our insights ensure that your brand’s purpose activities are aligned and coherent, enhancing overall brand effectiveness.

Execute differentiated brand purpose

Execute your brand purpose in a truly differentiated way. With NeedScope, optimise your brand positioning and ensure your brand stands out as a leader among brands with purpose.

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Think strategically to move swiftly in the right direction. Plan to spread your initiatives across various types of innovation to maximise impact. We help clients design and develop meaningful and distinct propositions, applying lean innovation principles to move quickly.

Key Features

Focus on the Value-Action gap

Overcome barriers to sustainable behaviour using our proprietary approaches for idea development and validation. Our methods ensure that your innovation for sustainability translates into real-world impact.

Support through the entire process

Our consulting toolkit offers holistic development and validation throughout the entire innovation process. We provide comprehensive support to ensure your sustainable innovations are successfully implemented.

Commercial and conscious

Our innovation mindset delivers sustainable financial value while creating positive societal impacts. By balancing commercial goals with conscious practices, we help you achieve innovative solutions and establish your brand as a leader in sustainability.

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With Digital Analytics for Sustainability, we leverage the power of search data to uncover meaningful manifestations of sustainability topics and identify emerging trends. This enables you to champion these spaces repeatedly, staying ahead of local and cultural shifts. We reveal the benefits people seek, the behaviours and solutions they turn to, and expressions of sustainability territories. This helps make complex topics feel intuitive, culturally relevant, and digestible for your audience.

Key Features

Sharpen your sustainability strategy

Align with cultural context and find relevant local activations to make a greater impact.

Inspire innovation

Understand where the momentum is and the solutions triggering attention to transform your innovation pipeline.

Guide communication efforts

Clearly express your long-term sustainability commitments and short-term actions to build trust and engagement.

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Global DEI monitor helps clients understand what is the state of diversity, equity, and inclusion in each market infusing insights to build relevant brand communications that deliver results. We offer global perspectives to adapt to specific culture and craft the right human story that will resonate and engage.

Key Features

We constantly study diversity, equity and inclusion perspectives on 26 markets.

Metrics across eight dimensions of diversity, top discrimination concerns and experiences and local perceptions of the role of brands should play in DEI.

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Black and White image, where only clothes and skin tone are in colour. A young woman in an orange top works at a laptop.

Use Kantar’s Brand Sustainability Deep Dive Module on top of brand guidance programmes to get a detailed read on your sustainability action, allowing us to assess your performance on key sustainability measures vs the competition. Identify areas of strength or weakness in your sustainability offering, allowing you to reinforce brand activities or course correct where required.

Key Features

Comprehensive performance assessment

Analyse your sustainability actions and benchmark against competitors to identify strengths and weaknesses, allowing you to reinforce or adjust brand activities as needed.

Competitive reputation insights

Assess and track your brand's reputation in sustainability compared to competitors, ensuring continuous improvement in positioning and reputation.

Awareness and engagement measurement

Measure awareness and impact of your sustainability initiatives, gauging the effectiveness of your communication strategies and audience engagement.

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Key actions for brands that want to scale sustainable engagement.

Not all consumers are on the same journey toward sustainable living, for various reasons. Just tapping into the most active consumers is not sufficient to drive significant progress, impact and unlock commercial value. To win over people, brands should understand how to connect with the different sustainability audiences. Using Kantar’s validated sustainability segmentation, we group people according to their level of overall engagement and action toward sustainability.

Key Features

Segment Sustainability Audiences

Implement Kantar’s validated sustainability segmentation to understand different audience segments. Tailor messaging, products, and initiatives effectively.