A new study by Kantar has found that consumers are experiencing “climate burnout” as fears over global conflicts, economic instability and safety increasingly dominate their concerns, even as demand for sustainable brands remains strong.
The research was conducted in November 2025 across the Americas, Europe and the Middle East and Africa, including Kenya, Nigeria, Saudi Arabia and South Africa, with equal regional weighting.
The Sustainability Sector Index 2026, based on a survey of 13,000 respondents across 12 markets, shows that wars and conflicts are now the top issue for consumers globally (36%), followed by environmental concerns (29%), the economy (28%) and crime and safety (20%).
While concern about climate change has softened compared to last year, anxiety around violence, politics and corruption has risen over the same period. Researchers say this shift reflects growing mental strain rather than disengagement from sustainability.
Despite these pressures, 74% of respondents said they have tried or are open to trying brands that have a positive environmental or social impact — up two percentage points year on year. This suggests that appetite for sustainable products and lifestyles remains resilient.
Commenting on the findings, 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.”
The report also highlights persistent scepticism around greenwashing. More than half of respondents (57%) said they have seen or heard false or misleading claims about sustainable actions taken by brands.
The sectors most frequently associated with greenwashing were big tech (63%), news (62%) and energy (60%).
“Big tech brands attract concerns around the social division that can be sowed by their products, such as by platforming misinformation and introducing algorithm biases to the content they show.” Trinquetel added.
This year’s edition introduces the Consumer Sustainability Pressure Index (CSPI), which measures how difficult it is for brands in specific sectors to ignore sustainability expectations. The index combines the reach, breadth and severity of sustainability concerns linked to each sector.
Oil and gas, fast food and cleaning and homecare ranked as the top three sectors facing the greatest sustainability pressure. At the other end of the spectrum, AI tools, telecom service providers and out-of-home entertainment were among the sectors facing the least climate-related scrutiny. Notably, 28% of respondents globally were unable to name a single sustainability issue connected with AI.
The study also notes that sustainability perceptions can significantly influence brand value, contributing up to 10% of equity among the BrandZ Global Top 100 Most Valuable Brands.
Trinquetel said: “Sustainability perceptions contribute materially to brand value – they make up to 10% of equity among the BrandZ Global Top 100 Most Valuable Brands. And the first step in building equity through sustainability is to understand the forces shaping consumers’ lives and priorities, as well as the realities of the sector they operate in. This is fundamental to showing up in a way that is relevant and meaningful. Brands that communicate on the wrong topics in the wrong way or pursue misguided strategies are missing out on this opportunity and putting their customers’ trust at risk.”
