Sustain­ability loses marketing power

Sustainability remains important to consumers. But its impact on purchasing behavior is declining. That is one of the findings of the Sustainable Brand Index 2026. The study examined 1,600 brands across 36 industries. The report shows that sustainability is taking on a different role for brands.

From differentiation to baseline requirement

Interest in sustainability has remained stable for six years. Still, it carries less weight in purchase decisions. According to the researchers, we have now entered the “Trough of Disillusionment.” Consumers simply have their attention elsewhere. Economic uncertainty, conflicts, and political tensions all play a role.

As a result, many sustainability initiatives no longer feel new. Recycled packaging, for example. Or hotel policies about towels. Even charging points for electric cars. Things that once looked progressive are fading into the background. “Sustainability hasn't become unimportant. It has become a hygiene factor. It's no longer a competitive advantage – it's the price of entry.”

From purpose to resilience

The report describes how sustainability marketing has evolved. First came the phase of green products and labels. That period roughly ran from 2000 to 2014. It was followed by a time when brands strongly aligned themselves with social causes. Companies took positions, and campaigns became more activist in tone.

According to the researchers, we have now entered a new phase: the Resiliency Era. Here the focus shifts away from storytelling toward operations. Wasting energy or raw materials is seen as poor management. Not as a sustainability issue, but as a business issue. Brands that connect sustainability directly to their product or business model perform better. The report cites companies such as Lidl and Vattenfall as examples.

Social issues gain ground

What consumers pay attention to is also changing. Environmental issues are losing ground across all markets studied. At the same time, attention for social and democratic issues is increasing. Consider how companies treat their employees. Or the role they play in society. According to the report, this may create a blind spot. Many companies have invested heavily in climate goals. Social responsibility often received less attention.

The researchers point to another development. Negative perceptions around responsibility turn out to be a strong predictor of declining brand preference. Often with a delay of one to two years. “Sustainability is not going out of fashion. What is happening is considerably more important: it is becoming structural.”

Sb-index.com