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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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