Despite economic pressures, Kiwis aren’t letting go of sustainability. New research from the Kantar Better Futures 2025 report shows New Zealanders continue to expect businesses to lead on environmental and social responsibility.
The survey of 1,000 people reveals a clear message: consumers want companies to make it easier for them to live their values. Nearly half say they’ve stopped buying products with negative environmental impacts (49%), and a majority are willing to invest more in businesses doing the right thing (60%).
What’s clear is that storytelling lacking credibility won’t cut it. The overwhelming majority of consumers surveyed believe businesses should take responsibility for their environmental and social impacts (89%), and over half say the way businesses communicate their commitments is confusing (66%). People are looking for genuine, visible action - anchored in transparency, relevance, and measurable impact. The commercial payoff? Stronger trust and deeper customer loyalty for businesses that walk the talk.
Toitū certifications provide science-backed, internationally recognised assurance that your sustainability commitments are not just intentions. They’re aligned with ISO’s global best practice and independently verified on request. As the only Australasian-based carbon certification provider accredited by JASANZ, we bring the scientific rigour and third-party integrity you need to stay ahead.
What’s more, being on track within a Toitū certification framework gives you the guidance to shape a clear, authentic sustainability story - and avoid common pitfalls. Getting it right is straightforward: start by identifying the specific, meaningful actions you're taking to improve your environmental outcomes. From there, you can craft an authentic narrative and, when the time is right, use the official Toitū certification mark to gain credible recognition in the marketplace.
The Kantar Better Futures report makes the case: the commercial incentive is there to meaningfully act upon both your environmental and social impact – but you have to be authentic to your brand. With nearly half of consumers avoiding products that harm the environment (49%) and the majority willing to support businesses doing good (60%), now is the time to review your options and consider environmental certification.
Whether your focus is on reducing emissions or improving environmental management of your brand or product, carrying the Toitū mark signals that your organisation is doing the work - and ready to lead. Reach out to our experienced team at info@toitu.co.nz to explore your options.
Read the full Better Futures 2025 report here.