Despite the cost of living continuing to dominate the minds of New Zealanders, their commitment to sustainability is unwavering.

The Better Futures 2025 report, released by Kantar and the Sustainable Business Council (SBC), makes it clear: New Zealanders want businesses to take environmental and social issues seriously and they’re prepared to walk away from brands that don’t.

Now in its 16th year, the annual research surveyed 1,000 consumers across Aotearoa and reinforces what we've seen building in recent years.

Kiwis continue to expect action, not just promises. They’re holding the line on sustainability, and they expect businesses to hold it too.

The Message for Business: Greenwashing Is Not an Option

While many organisations are grappling with global economic pressures, the temptation to scale back sustainability investments comes with a cost. According to the report, 60% of New Zealanders are prepared to invest time and money to support companies doing good, while 49% have already stopped buying products due to their environmental impact.

Put simply, backing away from sustainability goals risks reputational damage, customer churn and loss of trust. The data reinforces that brand trust is built through longer term consistency, transparency and real-world impact.

Sustainability and Social Responsibility Are Converging

Interestingly, this year’s report highlights a growing emphasis on social issues, even surpassing environmental concerns for many consumers. The biggest jump was concern over access to good, affordable healthcare – up 9% since last year. Other top-ranking social concerns included child protection, mental health, and the impact of social media.

This aligns with a broader trend we’re seeing in corporate responsibility: sustainability isn’t just about carbon footprints and recycling anymore, it’s about wellbeing, equity and societal impact.

With one-third of a consumer’s perception of a brand now shaped by its efforts to reduce social harm, businesses need to understand how their products, services and practices affect people’s lives and how to communicate that with care.

It’s Time to Rethink the Way We Engage

The report highlights a widening expectation gap between consumers and business. That gap is not just a communications challenge – it’s a strategic one. The takeaway is clear: authenticity, accountability and action need to be embedded across business operations, not just brand campaigns.

At Wright Communications, we call this reputation by design. It’s the difference between retrofitting sustainability messaging after the fact and building it into your business model and customer experience from the outset. The latter builds lasting reputation. The former risks getting found out.

So What Should Businesses Do Next?

For communications and sustainability leaders, the 2025 Better Futures report is both a timely warning and an opportunity. Here’s what we recommend:

• Go beyond storytelling. Use your comms function to bring visibility to real action, not to gloss over gaps.
• Start with the “why”. Link your sustainability strategy to the values and concerns of your audience. If cost of living and healthcare are on their minds, how does your business lighten that load?
• Make social impact part of your ESG strategy. Consider how your business can support not just environmental change, but also social progress in areas like mental health, affordability and community wellbeing.
• Be transparent about trade-offs. It’s okay to acknowledge the challenges. In fact, honesty builds trust. But pair it with a plan for progress.
• Involve your customers in the journey. Help them make better choices by making it easier, clearer and more affordable to do so.

At a time when trust in institutions is fragile, doing the right thing has never mattered more. New Zealanders are holding the line on sustainability and they're watching closely to see who stands with them.