Latest sustainability trends according to Better Futures Report

Every year the Better Futures Report (delivered by Katar and the Sustainable Business Council) provides insights into Kiwis attitudes to environmental and social issues, concerns, and commitment to sustainability. This year’s report surveyed 1,010 New Zealanders and shows that the cost of living remains the top concern for Kiwi consumers.

Here’s a summary of key points from the 2025 report:

The cost-of-living struggle is ongoing

Once again cost of living topped the list of Kiwis concerns (at 75%), followed closely by access to good affordable healthcare (73%).

The top environmental concern is pollution of lakes, rivers and seas (58%), followed by managing waste/recycling (57%), and microplastics in the environment and food sources (56%).

Kiwis commitment to sustainability remains strong

Despite our concerns, us Kiwis remain optimistic in our ability to make a difference (67%). The majority are prepared to invest time and money to support companies that do good (60%) and many Kiwis have even stopped buying products that they perceive to have poor environmental or social impact (49%).

These figures are the same as what was reporting in 2024; our commitment to sustainability (both emotional and behavioural) remains constant.

Climate change is here, now

2024 was the hottest year on record and global temperatures have now surpassed the 1.5-degree threshold for the first time. In the past year New Zealand, like many countries around the globe, has experienced unusual weather events.

People want businesses to do more

A growing number of New Zealanders want to see environmental/social action from business (89%) and most of us think businesses aren’t doing enough (70%). But also, Kiwis are increasingly confused by the way businesses talk about their environmental/social commitments (66% up from 62% last year).

Young New Zealanders are hot on both enviro and social impact

18 to 20-year-olds are concerned with both people and planet. This differs from the general population who are slightly less committed to social than environmental sustainability. Young people are also much more impacted by employee treatment (in fact it’s the leading factor in how they view a brand!).

For businesses, authenticity is key. People want to see brands aligning with causes that are relevant to their category.

If you would like to see the report for yourself, it can be accessed at the Kantar NZ website.