London, UK – 21 July 2025: Kantar, the world’s leading marketing data and analytics company, has expanded its sustainability offer to help brands step up to the climate challenge and secure long-term growth.
First is BrandSustainability, which helps brand owners to understand what people think about their brand when it comes to sustainability and how this contributes to brand growth. Based on Kantar’s Meaningful, Different and Salient framework, BrandSustainability is the first tool on the market to assess how sustainability marketing affects brand equity, helping brand owners find gaps in their brand positioning and prioritise the actions that will make the greatest impact.
Global drinks company Diageo is using BrandSustainability to understand the brand impact of its sustainability efforts. Sam Elliott, Consumer and Cultural Insight, Brand Strategy and ESG Specialist, Diageo, added: “At Diageo, we are constantly seeking innovative approaches that help us build stronger, more sustainable brands. BrandSustainability represents a step-change in how the industry can connect sustainability with brand growth.
“What sets it apart is its ability to move beyond generic ESG perceptions to validated metrics directly linked to brand equity – offering brand-specific, data-led guidance that is both strategic and actionable, in a way we haven’t seen elsewhere in the industry. This breakthrough approach brings more clarity to a complex challenge, and we believe it has the potential to set a new standard for sustainability’s role in brand building across the industry.”
Complementing BrandSustainability is Bridging the Gap, which helps marketers identify how to encourage consumers to adopt sustainable behaviours. Bridging the Gap groups people into one of seven profiles, based on the different deep-seated beliefs that stop them from behaving more sustainably. For the planet, this enables sustainable behaviour change at the scale needed to respond to environmental challenges. For brands, it means they can unlock growth from the large 'moveable middle' of consumers who care about sustainability but are not able to make choices in line with their values.
In addition, Kantar’s Sustainable Transformation Practice has updated its Sustainability Sector Index dataset for 2025, with fresh insights covering the sustainability issues that matter most to consumers. Now in its fourth year, the 2025 Sustainability Sector Index is based on a survey of 20,000+ consumers in 22 markets, with the latest two waves covering 31 markets. The insight allows brands to target their sustainability programmes by addressing the issues that consumers care about most and build their trust. This is imperative given the latest research finds 52% of people believe that companies distribute misleading or false information about their sustainability efforts.
Commenting, Jonathan Hall, Managing Partner, Sustainable Transformation Practice, Kantar, said: “Positive sustainability perceptions can enhance brand equity, drive sales, and allow brands to command a premium. Yet even as sustainability is adding as much as 10% to the value of the world’s top 100 brands, businesses are still leaving an estimated $600 billion on the table. For businesses, the need to adapt to climate change isn’t going away, and neither is consumer demand for sustainable options. Our clients need answers to how they can harness sustainability to deliver business and brand growth.”
To find out how Kantar’s Sustainable Transformation Practice can partner with brands to accelerate their sustainability journey and help them meet the climate challenge head-on, visit www.kantar.com/solutions/sustainability.
First is BrandSustainability, which helps brand owners to understand what people think about their brand when it comes to sustainability and how this contributes to brand growth. Based on Kantar’s Meaningful, Different and Salient framework, BrandSustainability is the first tool on the market to assess how sustainability marketing affects brand equity, helping brand owners find gaps in their brand positioning and prioritise the actions that will make the greatest impact.
Global drinks company Diageo is using BrandSustainability to understand the brand impact of its sustainability efforts. Sam Elliott, Consumer and Cultural Insight, Brand Strategy and ESG Specialist, Diageo, added: “At Diageo, we are constantly seeking innovative approaches that help us build stronger, more sustainable brands. BrandSustainability represents a step-change in how the industry can connect sustainability with brand growth.
“What sets it apart is its ability to move beyond generic ESG perceptions to validated metrics directly linked to brand equity – offering brand-specific, data-led guidance that is both strategic and actionable, in a way we haven’t seen elsewhere in the industry. This breakthrough approach brings more clarity to a complex challenge, and we believe it has the potential to set a new standard for sustainability’s role in brand building across the industry.”
Complementing BrandSustainability is Bridging the Gap, which helps marketers identify how to encourage consumers to adopt sustainable behaviours. Bridging the Gap groups people into one of seven profiles, based on the different deep-seated beliefs that stop them from behaving more sustainably. For the planet, this enables sustainable behaviour change at the scale needed to respond to environmental challenges. For brands, it means they can unlock growth from the large 'moveable middle' of consumers who care about sustainability but are not able to make choices in line with their values.
In addition, Kantar’s Sustainable Transformation Practice has updated its Sustainability Sector Index dataset for 2025, with fresh insights covering the sustainability issues that matter most to consumers. Now in its fourth year, the 2025 Sustainability Sector Index is based on a survey of 20,000+ consumers in 22 markets, with the latest two waves covering 31 markets. The insight allows brands to target their sustainability programmes by addressing the issues that consumers care about most and build their trust. This is imperative given the latest research finds 52% of people believe that companies distribute misleading or false information about their sustainability efforts.
Commenting, Jonathan Hall, Managing Partner, Sustainable Transformation Practice, Kantar, said: “Positive sustainability perceptions can enhance brand equity, drive sales, and allow brands to command a premium. Yet even as sustainability is adding as much as 10% to the value of the world’s top 100 brands, businesses are still leaving an estimated $600 billion on the table. For businesses, the need to adapt to climate change isn’t going away, and neither is consumer demand for sustainable options. Our clients need answers to how they can harness sustainability to deliver business and brand growth.”
To find out how Kantar’s Sustainable Transformation Practice can partner with brands to accelerate their sustainability journey and help them meet the climate challenge head-on, visit www.kantar.com/solutions/sustainability.