‘The cost of inaction increases for your brand every year’

Sustainability has been the most repeated mantra in the fashion industry for years. For the most part, however, this discourse remained superficial. It consisted of vague promises, green campaigns and commitments without clear metrics. Today there is no longer any scope for speaking in the subjunctive.

Sustainability has become a question of corporate survival. The global consulting firm Kantar warns about this in its report ‘2026 Planning for Growth Through Sustainable Marketing’. It presents a roadmap to transform sustainability into a real growth strategy.

Although the study is not aimed exclusively at fashion brands, its content is highly applicable to the industry. It is based on a clear premise: sustainability is no longer added value. It is a prerequisite for the resilience and competitiveness of companies in the coming years.

Ten percent of the brand value

The report highlights that sustainability accounts for up to ten percent of the total brand value of the one hundred largest global companies analyzed by BrandZ. According to Kantar forecasts, this factor could add up to $2.7 trillion (€2.48 trillion) in additional value by 2040 – assuming brands consistently implement their sustainable strategy.

However, Kantar warns of a gap between intention and action. 83 percent of brands have a negative perception of sustainability. In addition, 60 percent of consumers believe that companies only use ecological messages for commercial purposes.

This lack of credibility and coherence remains one of the main obstacles to growth. “If consumers don’t believe in your sustainability story, they won’t buy it,” the report says. The connection between trust in sustainable practices, willingness to buy and customer loyalty is clearly shown.

Three strategic levers for 2026

Kantar identifies three strategic keys to drive growth through sustainable marketing:

1. Develop your own business case for growth. Sustainability must be understood as a driver of profitability and not as a cost factor.

2. Mastering the dynamics of the category. Companies’ ESG strategies do not always align with consumer expectations. The Sustainability Sector Index makes it possible to identify the most relevant topics for each sector and country and facilitates the alignment between corporate strategy and public perception.

3. Define a brand-specific growth path. Kantar recommends an evidence-based model that combines emotional and functional metrics to guide innovation, communication and commercial activation.

From intention to effect

“The cost of inaction increases every year: loss of trust, relevance and opportunity,” summarizes Karine Trinquetel, Global Director of the Sustainable Transformation Practice.

In a context where consumers demand consistency and transparency, Kantar urges companies to “measure what matters.” They should plan rigorously to turn sustainability into a real growth vector.

Kantar concludes that 2026 will be a turning point in moving “from intent to impact.” Brands that manage to combine sustainability with tangible growth will not only increase their economic value, but also increase their resilience to crises and structural changes.