2024 BrandSustainabillity research and development study that tested consumer sustainability perceptions of 522 brands around the world, shows that 83 % of brands have a net negative consumer rating, reflecting a deeper issue: a lack of trust and belief that purchasing these brands will lead to meaningful environmental or social change.
Sustainability can either inspire or inhibit brand growth. A lack of credentials puts brands at risk of rejection, while strong, credible sustainability efforts can unlock new audiences. On average, 73 % of consumers say they are open to trying, or have already tried, brands with a positive social or environmental impact. Conversely, 54 % say they’ ve stopped buying products due to negative impacts.
The missing link: from ESG to brand strategy
Most brands aren’ t starting from zero. Many are part of businesses with established ESG strategies and internal sustainability commitments. The problem is that these efforts often stay siloed at the corporate level and never make it into brand positioning or consumer-facing activities.
To reap commercial rewards, brands must bridge the gap between corporate level ESG commitments and brand level marketing activation. This starts by developing a sustainability-aligned brand strategy- a crucial step that too many businesses skip. Often, brand managers take stock of existing ESG initiatives and jump straight into communication or innovation. But without a grounded strategy that connects consumer expectations with brand purpose and sector context, efforts fall flat.
Think of it like decorating a house without checking the foundation. It may look good temporarily, but it won’ t last- and your audience will notice. Consumers today are savvy. They’ re asking questions. They want receipts. 77 % of Kenyans say they have seen, or heard, false or misleading information about sustainable actions taken by brands across sectors, affecting trust and consideration. The solution is Meaningfully Different sustainable marketing.
What Meaningfully Different sustainable marketing looks like
Meaningfully Different sustainable marketing isn’ t just about being“ less bad.” Minimising harm might help with consumer retention, but it’ s not enough to inspire trust, loyalty, or adoption. The brands that are winning are those that align their sustainability messaging with their core brand proposition and the three key brand building principles: Meaningful Difference and Salience.
This requires: Grounding the brand in truth, not trends; Understanding what“ sustainability” means to consumers within your specific sector and market; Developing a strategy that is validated by consumer data and aligned with brand positioning; Creating communication and innovation that feels authentic, inspiring, and culturally relevant.
Kantar’ s Sustainability Sector Index is one tool that helps brands understand sectorspecific risks and opportunities, offering critical insights into how sustainability is reshaping consumer expectations. This kind of intelligence is essential for building marketing strategies that resonate and avoid the pitfalls of generic, performative sustainability claims.
Brands leading the way
In Kenya, some brands are already setting strong examples.
White Cap, from Kenya Breweries Limited, is leading on environmental sustainability. Their campaign to conserve the caps of Mount Kenya and protect water sources in the Aberdare Ranges through tree planting and farmer education is a powerful model. It ties environmental stewardship directly to a product’ s identity and community impact.
Senator Keg, also from Kenya Breweries Limited, demonstrates the social pillar of sustainability. By offering an affordable, high-quality alternative to illicit alcohol, the brand promotes safe and positive drinking behaviours. This not only improves public health outcomes but also creates inclusive economic opportunities for low-income consumers.
These examples show what’ s possible when sustainability is woven into a brand’ s DNA in a way that makes sense within the sector and to consumers- not just added on for campaigns.
How to get started
If your brand is ready to move from intention to action, here’ s a roadmap to follow:
Start with ESG, but don’ t stop there- use your existing corporate sustainability commitments as a base but recognise that not all initiatives will be relevant to consumers.
Understand your sector- leverage validated data and insights from Kantar’ s Sustainability Sector Index to evaluate consumer expectations, risks, and trends specific to your industry.
Know your brand- conduct an honest assessment of where your brand stands in consumers’ minds. Are you seen as part of the solution or part of the problem?
Build a sustainability-aligned brand strategy- this bridges the gap between internal ESG actions and external marketing, ensuring your efforts are credible and consumer-centric.
Activate Meaningful Difference- create communication, innovation, and experiences that resonate with consumer values, backed by data and rooted in purpose.
Measure and iterate- track your progress with the right brand equity metrics and adjust your strategy as expectations and market dynamics evolve.
In conclusion
Sustainability is not a fleeting trend- it’ s reshaping consumer expectations, market dynamics, and business strategy in Kenya. Brands that step up to the challenge with credibility, creativity, and conviction will not only future-proof their business but also contribute to building a more equitable and resilient society.
For marketers and business leaders in Kenya, Kantar’ s 2025 Sustainability Sector Index offers a wealth of information and insights to guide your sustainability efforts. By taking proactive steps to understand consumer behaviour, identify sector-specific opportunities, and adopt innovative solutions, brands can position themselves as leaders in sustainability.
Now is the time to act- not cautiously, but courageously. The brands that win will be those that champion sustainability not as a marketing gimmick, but as a core driver of their value, identity, and impact.
Nandani Barot is the Sustainable Transformation Practice Lead for Kenya at Kantar. You can commune with her via mail at: Nandani. Barot @ kantar. com.