Kantar said it was launching BrandSustainability to help brand owners understand what people think about their brand’s approach to sustainability and how it contributes to brand growth.

BrandSustainability is based on Kantar’s ‘meaningful, different and salient’ framework and helps assess how sustainability marketing affects brand equity, as well as gaps in brand positioning and which actions should be prioritised to make the greatest impact.

Kantar has also introduced a tool called Bridging the Gap, which helps marketers learn how to encourage consumers to adopt sustainable behaviours.

Bridging the Gap groups people into one of seven profiles, based on the beliefs they hold that prevent them acting more sustainably.

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.

Jonathan Hall, managing partner, Sustainable Transformation Practice at 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 $600bn 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.”