For 16 years, the Better Futures report has been a barometer of New Zealanders’ attitudes to sustainability. It’s essential reading for any business that wants to understand consumer perceptions and stay on top of the latest trends.
The 2025 report, published by Kantar and the Sustainable Business Council, makes it clear that Kiwis remain committed to sustainability – and expect businesses to be too.
Jason Cate, Sustainable Transformation Practice Lead at Kantar, says the report’s strength lies in how it brings together consumer and sustainability insights.
“If you asked me what the value of Better Futures is now, I would quote a recent attendee from the launch event who said that you can find plenty of reports on consumers and brands, and plenty on sustainability, but this is the only one that combines the two. And that is the reality for sustainability leads and marketing leads – the two are inseparable.”
Here are six insights from this year’s report for businesses:
- Kiwis remain committed to sustainability
Despite the cost of living being their top concern, New Zealanders are still prioritising sustainability.
- 67 percent believe they can make a difference.
- 60 percent are prepared to invest time and money to support companies that do good.
- 49 percent say they’ve stopped buying products because of their environmental or social impact.
These figures are the same as last year – a sign that commitment isn’t fading.
- People want businesses to do more
A growing number of New Zealanders expect action from business:
- 89 percent think businesses should take responsibility for their environmental and social impact (up from 85 percent last year).
- 70 percent think businesses aren’t doing enough (up two percent from last year).
- 66 percent think the way businesses talk about their social and environmental commitments is confusing and 47 percent think it’s dishonest.
Importantly, more than half of people surveyed say it matters to them that their employer is environmentally and socially responsible.
- Social actions matter more than environmental – when judging businesses
While Kiwis are personally more interested in environmental sustainability (64 percent) than social (58 percent), they judge businesses more by their social actions.
This paradox is attributed to a compensatory factor – people expect businesses to fill gaps they see in their own lives.
- Help your customers take action by making it easy, meaningful and rewarding
According to the report, the biggest barriers to sustainable behaviour include cost, time, lack of knowledge or skills, and doubts about making a difference. Businesses can help overcome these barriers by making sustainable choices simpler and more convenient; showing how actions make a difference; and improving the perceived value of sustainable options.
- People want businesses to speak up
Actively speaking up and being transparent about sustainability performance have more impact on brand perception than simply communicating the good things businesses do (according to perceptions of 20 major New Zealand brands).
However, on average, just 19 percent of respondents felt these 20 brands were actively speaking up. And only 24 percent thought they were transparent about sustainability performance.
Among 18-29 year olds, how businesses treat employees is the main factor affecting brand perception.
- Stay true to your brand
Authenticity is key. If your sustainability messaging doesn’t align with your brand, it could backfire. Focus on causes that align with your values, and always ensure your communication is honest and transparent.
The Better Futures 2025 report surveyed 1,010 people between 24 January and 5 February 2025.
Download the full report to read all the findings.
