2nd April 2026
As Kiwis face the cost-of-living squeeze, their approach to acting sustainably is growing complex.
The latest Better Futures 2026 report from the Sustainable Business Council (SBC) and Kantar shows that while everyday financial pressures dominate attention, sustainability remains a key factor in consumer choices and trust.
The report highlights New Zealanders’ top social concerns: the cost of living, healthcare access, protecting children, violence, and affordable housing.
Environmentally, pollution of waterways, microplastics, extreme weather, biodiversity loss, and climate change are the biggest worries.
Nearly nine in ten New Zealanders (87%) believe businesses should take responsibility for their environmental and social impacts. Yet, more than two-thirds (69%) feel companies are still falling short, and 60% find sustainability messaging confusing.
At large, Kiwis care deeply about ethical consumption but are wresting with practical realities such as skyrocketing energy, food, and housing costs.
Jason Cate is Kantar’s Sustainable Transformation Practice Lead. He says this year’s results reflect a tension, rather than disengagement.
“New Zealanders are continuing to navigate acute pressures, cost of living crises, housing affordability, healthcare access, and social harm – all of which understandably dominate people’s immediate attention.”
He says it’s a time of recalibration and “scepticism, less patience for vague messaging, and a much stronger focus on whether businesses’ actions genuinely minimise harm and make a difference.”
The report said that environmental issues such as the pollution of waterways, microplastics and extreme weather events remain top-of-mind even amid the time of economic crisis.
Despite receiving less media coverage, sustainability still drives behaviour: 74% of respondents said it influences their purchasing decisions, while 53% avoid products they see as harmful.
Generational trends add a further layer of complexity. Younger Kiwis express strong concern about climate and biodiversity but their overall commitment is tempered by financial pressures and scepticism over whether their actions will make a difference.
“Younger generations care deeply, but they are also stretched and sceptical,” says Cate. “They’re more likely to question whether individual effort is enough, and whether businesses and systems are doing their fair share.”
“People are less interested in what businesses say, and much more interested in what they do,” says Jay Crangle, SBC’s Director of Programmes. “Clear action, visible impact, and honest communication about progress, trade-offs and challenges are now critical for organisations.”
She says the report shows an opportunity for businesses. Six in ten Kiwis say they find the way companies talk about sustainability confusing.
“This isn’t about abandoning sustainability because of complex competing priorities,” she says. “It’s about doubling down on credible action that connects to people’s real concerns, affordability, resilience, and fairness, and proving that businesses can be part of the solution.”
Jason Cate says that “as people’s understanding of sustainability matures, they are less patient with vague messaging.” Jay Crangle adds that the report “cuts through the noise,” showing that Kiwis are now more interested in what businesses do than what they say.
For companies, the challenge is straightforward but urgent: take meaningful, transparent action that balances ethical responsibility with real-world needs.
Those that succeed will not only earn trust but also help shape a more resilient, fair, and sustainable nation.
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