Consumer-led sustainability ranking insights for UK businesses

Consumer perception drives brand value in Kantar’s sustainability research

Kantar has released research showing that consumer trust now sits at the heart of sustainability-driven brand growth. The consultancy’s Consumer-Led Sustainability Ranking draws on perception data from more than 2,100 brands worldwide. It measures which companies are successfully turning environmental and social commitments into measurable brand value.

The research represents a shift in how sustainability is measured. Instead of relying on internal reporting or third-party certifications, Kantar’s approach centres on what consumers actually notice, trust, and act on. For UK businesses competing on brand reputation, this raises an important question. Does your sustainability work register with the people who buy from you?

According to Kantar’s BrandZ data, sustainability now accounts for 45% of corporate reputation. That figure alone suggests sustainability has moved beyond compliance. It now influences how customers perceive value, quality, and trustworthiness across sectors.

Sustainability’s forecast contribution to global brand equity

Kantar estimates that sustainability could add up to $2.7 trillion to the value of the world’s top 100 brands by 2040. However, this projection depends on brands taking credible action that consumers recognise and value. The gap between stated commitments and perceived delivery remains wide in many cases.

The ranking itself is described by Kantar as consumer-led. This means it prioritises perception over policy. A brand might have strong environmental credentials on paper, but if customers don’t understand or believe those claims, the commercial benefit won’t follow. Conversely, brands that communicate clearly and act visibly tend to build stronger trust.

This consumer-focused lens matters because it highlights a common disconnect. Many businesses invest heavily in reducing emissions, improving supply chains, or achieving certifications. Yet those efforts often fail to translate into customer recognition. The result is wasted opportunity and limited return on sustainability investment.

Kantar’s broader research reinforces this point. Large-scale consumer benchmarks show that trust, relevance, and authenticity determine whether sustainability drives growth. Generic messaging or vague commitments rarely move the dial. Specific, understandable actions do.

How consumer expectations shape brand reputation and choice

The research suggests that consumer expectations around sustainability remain material. They influence purchasing decisions, brand loyalty, and willingness to recommend. For businesses, this creates both risk and opportunity. Companies that fail to meet expectations risk reputational damage. Those that exceed them can build competitive advantage.

Importantly, Kantar frames sustainability as a brand-growth discipline rather than a compliance exercise. This reframing has implications for how businesses allocate resources. Sustainability becomes a marketing and commercial priority, not just an ESG reporting requirement. Consequently, it demands cross-functional collaboration between operations, communications, and strategy teams.

For UK SMEs, the practical takeaway is clear. Sustainability work needs to be visible, credible, and relevant to your customers. If you’re reducing waste, cutting emissions, or improving working conditions, those actions should be part of your brand story. Meanwhile, customers increasingly expect transparency about progress and honest acknowledgement of challenges.

Kantar’s 2026 guidance emphasises that leading brands use sustainability to build relevance and trust. They don’t treat it as a separate initiative. Instead, they integrate it into core brand positioning and customer communication. This approach requires consistency across touchpoints, from product design to customer service.

What Kantar measures and how brands are assessed

The Consumer-Led Sustainability Ranking is part of a broader suite of measurement tools Kantar has introduced. These include a Sustainable Marketing Guide and a Sustainability Sector Index. Each tool is designed to help brands understand which sustainability actions create commercial value and which fail to resonate.

Kantar’s methodology relies on large-scale consumer surveys that track perception, trust, and behaviour. This data is then used to benchmark brands within and across sectors. The result is a ranking that reflects consumer priorities rather than internal assessments or industry standards.

For marketers, this provides a data-backed way to identify which sustainability signals work. It also highlights which competitors are gaining ground through credible environmental or social positioning. In addition, the research offers insight into which customer segments care most about sustainability and how their expectations vary.

For executives, the ranking reinforces that sustainability affects brand equity, not just ESG scores. A strong sustainability reputation can command price premiums, improve customer retention, and attract talent. Conversely, weak or inconsistent sustainability performance can erode trust and open the door to competitors.

The main limitation of consumer-led rankings is that they measure perception, not impact. A brand can score highly on consumer trust while still having significant environmental or social challenges. Therefore, businesses need to balance external perception with genuine operational improvement.

Implications for UK businesses across sectors

UK companies face distinct pressures around sustainability. Regulatory requirements are tightening, particularly for larger firms. Public procurement increasingly includes environmental and social criteria. Customer expectations continue to rise, especially among younger demographics. Moreover, supply chain transparency is becoming a competitive differentiator.

Kantar’s research suggests that businesses should focus on credible, consumer-relevant actions rather than broad statements. For example, a manufacturer might reduce packaging waste and communicate that change clearly at point of sale. A service provider might improve energy efficiency in its offices and share progress openly with clients.

The key is relevance. Sustainability initiatives should connect directly to what customers value about your business. If you compete on quality, show how environmental standards support product durability. If you compete on service, demonstrate how fair labour practices improve customer experience. These connections make sustainability tangible rather than abstract.

Another implication is that businesses need to measure perception as well as performance. Internal sustainability metrics matter, but they don’t tell you whether customers notice or care. Regular customer research, feedback mechanisms, and reputation tracking can help bridge this gap. Subsequently, you can adjust your communication strategy based on what resonates.

Kantar’s work also highlights the risk of greenwashing. Consumers are increasingly sceptical of vague or exaggerated claims. Brands that overpromise and underdeliver face reputational damage that can take years to repair. Authenticity and transparency therefore become essential components of any sustainability strategy.

Essential findings from Kantar’s consumer research

• Sustainability now accounts for 45% of corporate reputation according to Kantar’s BrandZ data, making it a material factor in brand value.
• Kantar forecasts that sustainability could contribute up to $2.7 trillion to the value of the world’s top 100 brands by 2040 if action is credible and visible.
• The Consumer-Led Sustainability Ranking is based on perception data from more than 2,100 brands worldwide, prioritising consumer trust over internal claims.
• Leading brands treat sustainability as a growth discipline integrated into brand positioning, not as a separate compliance function.
• Credible, consumer-relevant actions drive brand value, while generic messaging or vague commitments fail to build trust or influence purchasing decisions.
• Consumer expectations around sustainability remain high enough to influence brand choice, loyalty, and willingness to recommend across multiple sectors.

Practical considerations for building consumer trust through sustainability

Businesses looking to strengthen their sustainability reputation should start by understanding what their customers actually care about. This varies by sector, customer segment, and geographic market. For instance, food retailers face pressure on packaging and food waste. Professional services firms face questions about carbon footprint and supplier practices.

Once you understand customer priorities, focus your efforts on areas where you can deliver visible, verifiable improvement. Small, specific actions often build more trust than broad commitments with distant deadlines. For example, switching to renewable energy for your premises is concrete and easy to communicate. Pledging to be net zero by 2050 without interim milestones is harder to make credible.

Communication matters as much as action. Customers need to understand what you’re doing, why it matters, and how it affects them. Use clear language, avoid jargon, and provide evidence where possible. Share both successes and challenges to build authenticity. Additionally, make sustainability information easy to find on your website, in customer communications, and at point of sale.

Consider how sustainability integrates with your broader brand promise. If you position yourself as innovative, highlight how environmental improvements drive product development. If you emphasise community connection, show how social initiatives benefit local areas. This integration makes sustainability feel central to your brand rather than bolted on.

Training your team is also important. Customer-facing staff should be able to answer questions about your sustainability commitments and explain what they mean in practice. Similarly, marketing and communications teams need to understand the difference between credible claims and greenwashing risks.

Finally, measure both performance and perception over time. Track your environmental and social metrics, but also monitor how customers perceive your efforts. Use surveys, social listening, and direct feedback to understand whether your sustainability work is building trust or going unnoticed. Then adjust your strategy accordingly.

For businesses working towards carbon reporting compliance or supply chain transparency, our compliance support services can help you meet requirements while building customer trust. We also offer training through SBS Academy to help your team understand and communicate sustainability effectively.

Where to find detailed research and sector guidance

Kantar publishes its sustainability research and rankings through its website and LinkedIn channels. The Consumer-Led Sustainability Ranking and related measurement tools are updated regularly to reflect changing consumer priorities and brand performance.

For broader context on how sustainability affects brand value and consumer behaviour, the Kantar website provides access to their BrandZ research and sector-specific guidance. Their Sustainable Marketing Guide offers practical advice for brands looking to improve credibility and trust.

UK businesses seeking regulatory guidance should consult GOV.UK for current requirements on carbon reporting, environmental disclosures, and public procurement standards. The Department for Energy Security and Net Zero provides updates on net zero policy and compliance timelines.

For supply chain and procurement standards, the Chartered Institute of Procurement and Supply offers resources on sustainable sourcing and supplier assessment. These can help businesses align operational improvements with customer-facing sustainability communication.