SUSTAINABILITY MARKETING

Consumers face climate burnout as fears over conflicts increase

By our African Marketing Confederation News Team | 2026

But global insights company Kantar believes now is not the time for brands to dial back on their sustainability marketing efforts.

Rising concerns about war, safety and economic strain are taking up more of people’s mental space, leaving them feeling worn down rather than disengaged on climate.

Image by Freepik

Kantar’s Sustainability Sector Index 2026, released this week, finds that while concern about climate has softened year on year, demand for brands that deliver positive environmental and social impact remains strong. 

 

The global insights company’s survey of 13,000 people in 12 markets – with South Africa as the African representative – found that wars and conflicts (36%), environmental concerns (29%), the economy (28%) and crime and safety (20%) are consumers’ top issues. And while there has been a drop in climate concern year on year, concerns about violence, politics and corruption each grew over the same period. 

 

At the same time, 74% of respondents said they have tried, or are open to try, brands that have positive environmental or social impact. This is up 2% year on year, indicating that demand for more sustainable choices and lifestyles is still strong. 

 

“Rising fears about global 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,” says Kantar executive Karine Trinquetel. 

 

“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.” 

 

High levels of scepticism about greenwashing 

 

The study also reveals that there continue to be high levels of scepticism and concerns about greenwashing.  

 

Most people (57%) say they have seen, or heard, false or misleading information about sustainable actions taken by brands. The sectors seen to be most guilty of greenwashing are big tech (63%), news (62%) and energy (60%). 

 

Adds Trinquetel: “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.”  

 

According to Trinquetel, 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,” she states. 

 

You can find out more about the Sustainability Sector Index 2026 here. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.