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Better Futures

The Kantar Better Futures Report is a valuable, freely available resource that provides key insights into consumer perspectives on sustainability and the social and environmental issues that are important to Kiwis and how this has changed over time.

JASON CATE
Sustainable Transformation Practice Lead
[email protected]

Better Futures Thrive 2025

Kantar’s 2025 Better Futures report in partnership with the Sustainable Business Council provides NZ businesses with the key consumer insights on sustainability and the social and environmental issues that are important to Kiwis. It also looks at what drives the sustainability reputation of a number of NZ brands & businesses, alongside a specific update on greenwashing among consumers.

For 15 years, the Kantar Better Futures Report (delivered in partnership with SBC) has been the reference point for understanding NZ consumers’ perspectives on sustainability and the issues that are important to them. Off the back of this year’s results, ‘Better Futures Thrive’ will provide NZ businesses, in greater detail, with an up to date understanding on ‘the S in ESG’.

In order to understand why, it is useful to understand three different perspectives of NZ consumers & citizens regarding the varying dimensions of social sustainability:

  1. How it impacts purchase decisions
  2. How NZ’ers feel about issues relating to diversity, equity and inclusion
  3. How it is seen as an ethical responsibility

Download Better Futures Report 2025

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Download the Better Futures Thrive Report 2024

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Better Futures 2023 Vlog Series

VLOG #1 – Values and Actions

VLOG #2 – Eco-Actives

Our Insights

Consumers hold line on sustainability, expect business to do the same
New research shows that while the cost of living remains top concern for New Zealand’s consumers, their commitment to sustainability remains strong.
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Better Futures Thrive 2024
New research from Kantar and the Sustainable Business Council (SBC) highlights an opportunity for New Zealand businesses to drive greater commitment and action on social responsibility, both internally with employees and for the benefit of the communities they operate in.
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Better Futures 2023
New research confirms the rising cost of living is putting increasing pressure on New Zealanders, with sustainability commitment and behaviours taking a backseat. 72% of respondents to Kantar’s 2023 Better Futures report, released today in conjunction with the Sustainable Business Council (SBC), named cost of living as their primary concern – and 90% also named it as the leading consideration when purchasing a good or service.
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Better Futures 2022
New research reveals that economic and wellbeing concerns have intensified for people as they continue to grapple with the challenges of the ongoing pandemic, coupled with emerging economic challenges including rising inflationary pressures.
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Better Futures 2021
New research reveals New Zealanders are anxious about the cost of living and housing availability in the wake of the Covid-19 pandemic.
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Better Futures 2020
Our 2020 Better Futures Report provides key insights into consumer perspectives on sustainability and the social and environmental issues that are important to Kiwis.
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Better Futures 2019
For the first time in 10 years, New Zealanders’ concern about climate change has tipped 50% and plastic becomes a top of mind concern for Kiwis.
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Latest Thinking

Consumers hold line on sustainability, expect business to do the same
New research shows that while the cost of living remains top concern for New Zealand’s consumers, their commitment to sustainability remains strong.
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Nestle takes out February Kantar Ad Impact Award
Kantar’s first Ad Impact Award of the year goes to KitKat. The ad refreshes the iconic "have a break, have a KitKat" platform with a fun & relatable narrative.
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Wonky Box takes out the Kantar Supreme Ad Impact Award for 2024
Wonky Box has won the Kantar Supreme Ad Impact Award for 2024 with their ad "The Wonky Box Why," which stood out for its sustainable marketing and emotional storytelling.
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Looking back at 2024
We at Kantar hope you have enjoyed our year of thought leadership, inspiration and product updates. Here is a summary of the key take-outs from 2024. Our goal is to be your indispensable brand partner, helping to shape the brands of tomorrow, by understanding people everywhere.
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