Sustainability still shapes trust, choice and expectations

New Zealanders are living through a period of persistent uncertainty. Cost of living pressures continue to dominate public concern, alongside anxiety about access to healthcare, housing affordability, violence in society and broader social harm. Against that backdrop, boards could assume sustainability has slipped down the priority list. 

However, the Better Futures 2026 findings suggest something more nuanced: tension, rather than disengagement. 

Produced by Kantar in partnership with the Sustainable Business Council (SBC) and now in its 17th year, Better Futures remains one of the longest‑running and most consistent lenses on public expectations of sustainability and business performance in Aotearoa New Zealand. The 2026 research is based on a nationally representative survey of 1,001 New Zealanders, supported by international benchmarking. 

The value of Better Futures lies not in simply tracking ‘consumer sentiment’, but in understanding how trust, licence to operate and credibility are evolving – and where gaps between public expectation and perceived delivery continue to widen. 

People are under real pressure, but they haven’t lowered the bar for business. What has changed is patience. New Zealanders still expect responsibility, but they are far less tolerant of vague commitments or polished narratives that don’t translate into tangible progress. 

An anchor in an uncertain environment 

Better Futures acts as an annual anchor for boards navigating a noisy and fragmented landscape. At a time when geopolitical unrest, economic pressure and climate disruption all compete for attention, it provides a stable evidence base to test assumptions and inform strategic choices. 

This annual pulse check is critical, as reputational risk rarely arrives without warning. It builds over time – when expectations rise, trust erodes, and stakeholders conclude that words are outpacing real action. 

Cost of living dominates – but expectations for business remain high 

The cost of living remains New Zealanders’ number‑one concern in 2026 (unchanged from 2025), followed by protection of children from abuse, access to affordable healthcare, violence in society and the availability of affordable housing.  

While these pressures are shaping how people experience the economy, and how they are judging institutions within it, the findings show that economic strain has not translated into reduced expectations of business responsibility. 

Nearly nine in 10 New Zealanders (87%) say businesses should take responsibility for their environmental and social impacts. At the same time, 69% believe businesses are not doing enough and 60% say sustainability messaging is confusing. 

The strategic narrative still matters, but boards should be aware that the public is now asking for proof points to back that narrative up.  

Sustainability is maturing 

The report also highlights a broader maturation of sustainability. New Zealanders are no longer asking whether sustainability matters, but whether businesses are genuinely minimising harm and delivering real‑world impact. 

This shift has governance implications. Sustainability can no longer simply sit alongside the core business agenda, it must be embedded within it – shaping decisions about investment, supply chains, pricing, risk management and long‑term resilience. 

Environmental concerns remain in sight 

The findings show environmental issues remain front of mind for New Zealanders, particularly where impacts are visible and lived. Pollution of lakes, rivers and seas, microplastics, extreme weather events, biodiversity loss and climate change all feature prominently. 

Extreme weather has also re‑emerged sharply as a public concern following recent events, reinforcing that climate and nature are material risks for boards – not simply abstract future challenges. 

Sustainability still shapes behaviour 

For leaders focused on performance, the 2026 report shows sustainability still influences consumer behaviour, both through product adoption (74%) and product rejection (53%). 

This confirms sustainability remains commercially relevant, affecting brand trust, customer loyalty and long‑term resilience. 

A new generational lens 

For the first time, the report takes a deeper look at generational differences. The findings are complex. Gen Z and Millennials show lower overall sustainability commitment when feelings and behaviours are combined, despite expressing strong concern. 

Gen Z is the only generation for whom climate change is the number‑one environmental issue, and they share heightened concern about overconsumption with Millennials. Yet many are financially stretched and sceptical of institutional responses. 

Younger generations care deeply, but they are also under pressure and unconvinced. This means they won’t be persuaded by messaging alone. Trust comes from transparency, consistency and actions that reduce harm in ways people can see. 

What this means for boards 

Better Futures 2026 points to important agenda items for the boardroom: prioritise credible action over glossy ambition; connect sustainability to real‑world concerns such as affordability, resilience and fairness; and communicate honestly about progress, trade‑offs and challenges. 

The results show this is not the time to say more, but to do more – and show it clearly.  

Download the full Better Futures 2026 report here.