1 August, 2025

Making sustainability claims in marketing has long been a tricky area, with worries of greenwashing and customer confusion about what claims mean. In fact, Kantar, the insights and analytics company, found that 52% of people believe that brands distribute misleading or false information about their sustainability efforts.  

Well now Kantar has come up with a way to monitor the impact of their sustainability efforts, for business-to-consumer brands at least. All in the service of helping brands make the most of what they see as a $600 billion opportunity to convert the large “moveable middle” of customers who care about sustainability but struggle to make sustainable choices, partly due to this lack of understanding and trust.  

Their new tool will tell brands what consumers think of their products sustainability credentials and messaging and assess the impact of their marketing. This will help brands to prioritise sustainability-based activations which will have the greatest impact on sales.  

This could change the game in creating business cases for sustainability at brand level, truly highlighting green growth. On a broader level, once we know what consumers think of sustainability messaging, we can work to educate them on what claims mean, what to look out for and ultimately to create a world where consumers better understand how to shop sustainably, and brands are incentivised to innovate to make this possible! 

By Anna Heis