Kantar Launches BrandSustainability Tool

Kantar has launched BrandSustainability, a tool which assesses how sustainability marketing affects brand equity; 'Bridging the Gap', which helps marketers influence consumer behaviour towards sustainability; and the latest, 2025 dataset for its Sustainability Sector Index.

BrandSustainability is based on Kantar's Meaningful, Different and Salient framework, and aims to help marketers understand what people think about their brand when it comes to sustainability, as well as how this contributes to brand growth. Kantar claims this 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.'

Bridging the Gap groups consumers into seven profiles, based on a range of different deep-seated beliefs preventing them from behaving more sustainably. As well as helping the planet, the firm says this allows brands to 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.

The global group's Sustainable Transformation Practice has also released updated data for its Sustainability Sector Index for 2025 - this is now in its fourth year and is based on a survey of 20,000+ consumers in 22 markets, with the latest two waves covering 31 markets.

Jonathan Hall, Managing Partner of the Practice, says, '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.'

Details are online at www.kantar.com/solutions/sustainability .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.