Kantar’s Sustainability Sector Index 2026 found that consumers’ top concerns were wars and conflicts ( 36%), the environment ( 29%), the economy ( 28%) and crime and safety ( 20%).

However, concerns about violence, politics and corruption had grown in the past year, while there was a six-percentage point drop in the proportion of respondents concerned about the climate and environment compared with the previous year.

At the same time, 74% of respondents were open to trying brands that have a positive environment or social impact, up two percentage points from the previous year.

The study also highlighted continued high levels of scepticism and concerns about greenwashing, with 57% of respondents saying they had seen or heard false or misleading information about sustainable actions taken by brands. 

The sectors deemed most guilty of greenwashing by respondents were the technology ( 63%), news ( 62%) and energy ( 60%) sectors. 

The findings are based on a survey of 13,000 people in 12 markets. The research also included a Consumer Sustainability Pressure Index, which shows where sustainability expectations are hardest for brands to ignore, based on where people’s concerns are most widespread, varied and intense.  

The top three sectors for most concerns about sustainability were oil and gas, fast food and cleaning and homecare, while the bottom three were AI tools, telecommunications and out-of-home entertainment.

Karine Trinquetel, head of offer, sustainable transformation practice at Kantar, said: “Rising fears about global international war and economic fragility are taking up more space in people’s minds, making them stressed and overwhelmed. 

“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.”