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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

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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

Corporate Reputation Index 2025
Toyota New Zealand, PAK’nSAVE and Air New Zealand have taken first, second and third places respectively in the Kantar Corporate Reputation Index for the second year running.
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Subway takes out April’s Kantar Ad Impact Award
Kantar’s April Ad Impact Award goes to Subway. ‘Try the new Signature Menu’ is a standout campaign that combines bold branding, captivating visuals, and a clear product difference to showcase their iconic footlong subs.
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Navigating Choppy Waters – Consumer Sentiment Barometer
In response to tariffs, 27% of New Zealanders claim they’ll stop buying US products and services and 47% will buy more locally. Kantar’s Consumer Sentiment Barometer reveals that three quarters of New Zealanders (76%) still feel prices are rising and that rising energy costs (64%), business profiteering (61%) and economic policies (51%) are driving up the cost-of-living.
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Creative Effectiveness Awards Australia and New Zealand 2025
Revealed: the most creative and effective ads from 2024, judged by consumers. And the secrets behind their success.
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