Why are Consumers Shifting Sustainability and ESG Concerns?

Kantar is the world’s leading AI-native marketing data and analytics business and an indispensable brand partner to the world’s top companies. 

A recent study conducted by the company has discovered that annually, there is a drop in climate concern whereas violence, politics and corruption concerns grew over the same period.

Kantar found that consumers still have environmental concerns however people’s mental space is being taken up by economic, safety and war concerns, leaving them feeling “worn down rather than disengaged on climate.”

Climate concerns declining

Kantar’s survey consisted of 13,000 people across 12 markets.

Its data shows that following are consumers top concerns: 

• War and conflict: 36%
• Environmental concerns: 29%
• The economy: 28%
• Crime and safety: 20%.

The company also found that 74% of respondents said they have tried or are open to try brands that have positive environmental or social impact, this is estimated to rise 2% year on year.

“Rising fears about global international war and economic fragility are taking up more space in people’s minds, making them stressed and overwhelmed,” says Karine Trinquetel, Head of Offer, Sustainable Transformation Practice at Kantar.

“It might be tempting for brands to dial back on sustainability marketing but now is not the time to retreat. 

“Brands that slow down will pay later because equity takes time to build and concerns around the environment will inevitably rebound. 

“But it is essential to acknowledge the political and economic upheavals we are all living through and make the right choice, the easy one for people to make.” 

Strategic frameworks for sustainable growth

Kantar’s "Engagement Architecture" highlights that effective sustainability messaging must be grounded in several layers of reality before a message can land credibly: ESG reality, consumer context and sector-specific expectations. 

To remain relevant, the company implies that brands must map their sector's "Shields", the 'must-address' issues like waste, overpackaging or carbon footprint that they are expected to fix, before identifying "Swords," which are potential stretch topics that allow a brand to stand out. 

Kantar uses two key examples, AI tools and Dairy.

AI tools can lead to concerns about social isolation, mental health issues, lack of jobs with sufficient wages and high carbon footprints.

On the other hand, dairy brands may focus on animal cruelty, water, single use non recyclable packaging and overconsumption or overproduction.

By aligning sustainability with the 4Ps (product, price, place, promotion), brands can ensure that sustainable choices feel like a natural part of everyday life rather than a premium add-on.

All sustainability, net zero and sustainable supply chain leaders should attend:

• Sustainability LIVE: The Net Zero Summit - QEII Centre, London, March 4-5
• Sustainability LIVE: The US Summit - Navy Pier, Chicago, April 21-22

Co-located with Procurement & Supply Chain LIVE, these events brings together CSOs, ESG leaders and senior decision-makers at a moment when sustainability, supply chains and commercial performance are increasingly interconnected.

Tickets can be booked online today for The Net Zero Summit and The US Summit. Group discounts available.

Key actions for leadership

To lead in this landscape and tap into a potential US$2.7tn in brand value by 2040, Kantar urges that brands should follow five key actions: 

• Stay present
• Build meaningful difference
• Focus on the right topics
• Make action easy
• Design for inclusion.

“Above all, they’ll ground everything in evidence, sector context and human understanding,” the company says.

They must also champion the right topics for trust, ensure inclusion is at the core of their strategy and offer a clear way forward by making action easy for the consumer. 

Inclusion is particularly critical; Kantar’s research shows that inclusive advertising leads to 16.3% higher long-term sales and can increase a brand's pricing power by 54%. 

By grounding every initiative in evidence and human understanding, Kantar highlights that brands in 2026 can move beyond noise to deliver the clarity, credibility and action required to unlock their next wave of sustainable growth.