Rising worries about wars, safety, and the economy are taking a toll on people’s mental health. A recent report by Kantar, titled The Sustainability Sector Index 2026, shows that while climate concerns are fading, interest in brands that positively impact the environment remains strong.
In a survey of 13,000 people from 12 countries, key worries included wars and conflicts (36%), environmental issues (29%), economic instability (28%), and crime (20%). Karine Trinquetel from Kantar shared, “Fears about international conflicts and economic uncertainty are overwhelming people, adding to their stress.”
Despite the strain, 74% of respondents are eager to support brands that prioritize sustainability. This marks a 2% increase from last year, showing that people still value eco-friendly choices.
Trinquetel cautions companies against cutting back on sustainability marketing. “People are looking for brands that align with their concerns. If companies slow down now, they risk losing trust in the future,” she warns.
However, the study also highlighted a serious issue: greenwashing. About 57% of consumers have encountered misleading claims about brands’ sustainable efforts. Big tech companies (63%), news organizations (62%), and the energy sector (60%) were noted for having the most misleading marketing.
Interestingly, AI tools are seen as less connected to sustainability concerns. Only 28% of participants could name a sustainability issue tied to AI. In contrast, sectors like oil and gas, fast food, and cleaning products face much more scrutiny.
Trinquetel emphasized the importance of sustainability perceptions, stating they can account for up to 10% of a brand’s overall value within the BrandZ Global Top 100. It’s essential for brands to understand the current landscape and tackle relevant issues to maintain trust and foster relationships with consumers.
Overall, the key to thriving in 2026 is for brands to stay connected with consumers. By focusing on meaningful topics, making sustainability easy to embrace, and ensuring inclusivity, they can build lasting trust and value.
For those interested in reading more, you can access the full study here.
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