Kantar Sustainable Transformation Insights

Kantar helps business frame their sustainable transformation strategies by translating their ESG agenda into winning go-forward plans for their brand to deliver growth. Moreover, Kantar can benchmark the marketing readiness of any organization to become more sustainable and what steps Marketing teams can take to lead the Sustainability agenda for their businesses creating a positive impact in society, shareholders’ value, and employees.

Sustainable Transformation Insights:

• Sustainable Marketing 2030 – A collaboration between the World Federation of Advertisers (WFA) and Kantar which seeks to explore how the marketing function can be part of the solution to a sustainable future.
• Sustainability Sector Index – Kantar’s Global Sustainability Sector Index is a landmark study following interviews across 42 sectors in 33 countries that empowers you to build the foundation of your brand sustainability strategy and activation plan in a consumer-relevant way – by identifying what really matters to consumers, how they behave and how they currently perceive your sector. It enables you to unlock engagement and reap commercial rewards, while also connecting your strategy with the UN’s Sustainable Development Goals (SDGs). View our flyer to learn more.
• What brands can learn from consumer sustainability expectations – This resource synthesizes key market and consumer insights across Kantar’s Sustainable Transformation Practice thought leadership ecosystem. The sample of presented data represents Kantar’s understanding of consumer sentiment, attitudes, and behaviors as it relates to environmental and social impact initiatives and the influence sustainable transformation can have on brand growth and equity.
• How to think about Gen Alpha – Generation Alpha is the first majority-minority generation in history and the first to grow up in a world where older adults outnumber the young. These demographic shifts are likely to profoundly influence how they navigate and engage with brands and the marketplace. Drawing upon more than 50 years of expertise, MONITOR is the definitive source of generational insights for brands and marketers. To build our understanding of the newest kids of the block—Gen Alpha—we fielded custom qualitative and quantitative research to learn the perspectives of their parents, their schoolteachers, and of Alphas themselves, resulting in Anticipating Alphas, an indispensable guidebook to the next face of American youth. View our flyer to learn more about our MONITOR Gen Alpha bundle and catch a preview of the full report here.

Additional reading:

• What automotive can teach us about brand sustainability
• Are your brand’s sustainability efforts falling short with consumers?
• Who Care, Who Does
• When Sustainability Meets Tech
• Are brands failing their customers on sustainability?
• The big sustainability debate
• Sustainability & Purpose
• Bringing your sustainability promise to life
• How generational mindsets shape sustainability in auto
• The Social Shift: unveiling the heartbeat of sustainability
• Establishing leadership in sustainability
• "Sustainability for all” moving toward a new price paradigm
• Designing for sustainable outcomes
• How to communicate your business’ sustainability effort

At Kantar, we believe that understanding the significance of inclusion marketing is crucial for driving brand growth in today's dynamic landscape. Diversity, equity, and inclusion are not just buzzwords; they are essential components that consumers now expect from brands. Inaction in this area speaks volumes, and consumers increasingly hold brands accountable for their roles in social issues.

To fulfill our commitment to fostering inclusion, Kantar actively collaborates with organizations that share our vision, leading to impactful research initiatives such as the Advertising Visibility Index with GLAAD, the Latino Youth 2030 research with the Latino Donor Collaborative, and the Business Case for Inclusion Advertising report with the Unstereotype Alliance. Additionally, Kantar has developed the Brand Inclusion Index to gauge consumer perceptions of brand DEI initiatives, offering valuable insights into how these efforts influence brand perception.

Social Sustainability Insights:

• Brand inclusion Index 2024 – Kantar’s historic Index focused on evaluating how people perceive a brand’s diversity, equity, and inclusion efforts—what consumers see, feel, and think, and how they view the brand as a result. View our flyer to learn more.
• U.S. Latino Youth 2030: An LDC Report – An in-depth look into the future of young Latinos in America, produced by Kantar in partnership with the Latino Donor Collaborative and four visionary partners, this report highlights their growing importance in shaping the country’s demographic, economic, and cultural landscape. Client partners were L’Oréal, Colgate-Palmolive, Capital One and TelevisaUnivision. View our flyer to learn how to replicate this research for your organization.
• Advertising Visibility Index 2023 – GLAAD’S inaugural index, conducted in partnership with Kantar, which measures and elevates LGBTQ+ representation in advertising. The 2024 index will be available later this year.
• Inclusion = Income: The Business Case for Inclusive Advertising – This industry-first study proves inclusive advertising drives sales. The study was conducted with leading researchers from Said Business School at Oxford University, and leveraged proprietary data provided by Unstereotype Alliance members Bayer Consumer Healthcare, Diageo, the Geena Davis Institute, Kantar, Mars Incorporated International and Unilever.

Additional Reading:

• The challenges and opportunities of inclusive marketing in a polarized context
• Challenging outdated beliefs: The bold rise of young Latinos in America
• Learning from the most inclusive brands
• Making inclusion count – for customers and the bottom line
• An emphasis on casting: a neuroscience view on diversity and inclusion
• How can brands be better LGBTQ allies?
• I&D influences purchase decisions
• Ignoring DE&I could lead to trillions in losses
• The state of DEI
• Creating marketing impact with the Hispanic consumer
• The State of Inclusion

Kantar's research highlights a clear correlation between a brand's environmental sustainability strategy and its growth trajectory. Brands that actively engage in sustainability initiatives not only enhance their reputation but also attract consumers who prioritize eco-friendly practices. Recognizing the significance of this trend, Kantar is committed to helping organizations identify effective strategies to foster positive planetary impact and promote sustainable lifestyles among their customers.

To bolster this commitment, Kantar collaborates with influential organizations such as Ad Net Zero, the World Federation of Advertisers, the Ellen MacArthur Foundation, and Chapter Zero. These partnerships expand Kantar’s reach and deepen its understanding of sustainability issues. Additionally, Kantar conducts its own annual Sustainability Sector Index study, which gathers valuable insights into consumer behavior and corporate practices, guiding organizations in their sustainability journeys and ultimately driving meaningful change.

Environmental Sustainability Insights:

• Marketing Playbook for a circular economy – Created in collaboration with the Ellen MacArthur Foundation, this playbook is designed to help marketers navigate the challenges and opportunities of shifting to a circular economy.

Additional Reading:

• How can marketing support the circular economy?
• Decoding eco-friendly
• Designing for a waste-free future
• Electric Mobility
• The fear of being perceived as a ‘greenwasher’
• Steering clear of the pitfalls of greenwashing
• Mistrust & rejection: the impact of greenwashing on brands
• Addressing environmental challenges in the household industry
• The refillable revolution