2025 reshaped the sustainability landscape. After a year of global shocks, economic pressure and the rise of GenAI, people have entered 2026 feeling overloaded and unsure what to trust. They still care, but many are struggling to see which actions genuinely matter. For brands, this creates a choice: step back, or cut through with clarity, evidence and empathy.
Join us for Building effective sustainability marketing in 2026 webinar. This session explores what the new 2026 edition of Kantar’s Sustainability Sector Index reveals about where sustainability stands for people today and what that means for brands aiming to communicate credibly and effectively. We’ll focus on the “how”, using both landscape and sector learnings to show what good looks like and which levers matter most.
You’ll learn:
- Where sustainability stands for consumers in 2026. What has shifted, what hasn’t, and how global uncertainty is shaping expectations, emotions and behaviours.
- How sector dynamics shape opportunity. The issues that matter most in your category and Market Sophistication, helping you pick the right topics and build credible, relevant messages.
- How to turn insight into action. A practical, insight led view of what brands should focus on in 2026 to build clear, confident and effective sustainability marketing.
Building effective sustainability marketing in 2026 is the first chapter of our year round Sustainability in Action series – our commitment to helping you make sustainability tangible and doable through example led marketing. There’s much more coming throughout 2026, so stay tuned for the next chapters.
Get in touch if you are curious about the new Belgium results
If helpful, we can send a quick preview of Sustainability Sector Index 2026 for your category or walk you through the key charts in 15 minutes.
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Isabelle Mérillou |
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Iara Saliba |
To stay seen, brands need to adapt.
AI isn’t just changing how we search, it’s rewriting the rules of brand visibility.
When consumers turn to AI-powered tools for answers, traditional SEO tactics alone won’t cut it. The question every marketer should be asking:
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘮𝘢𝘬𝘦 𝘴𝘶𝘳𝘦 𝘮𝘺 𝘣𝘳𝘢𝘯𝘥 𝘴𝘩𝘰𝘸𝘴 𝘶𝘱 𝘸𝘩𝘦𝘯 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮𝘴, 𝘯𝘰𝘵 𝘩𝘶𝘮𝘢𝘯𝘴, 𝘥𝘦𝘤𝘪𝘥𝘦 𝘸𝘩𝘢𝘵’𝘴 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵?
Our guide to brand building in the era of AI search breaks down:
- Why AI search is a game-changer for brand building
- Practical steps to keep your brand discoverable and trusted
- How to future-proof your marketing strategy in this new era
Don’t let your brand fade into the background
Kantar is your indispensable brand partner in a world being reimagined by AI
We operate at the intersection of data science, marketing strategy and organisational performance to empower you with the most advanced AI capabilities that deliver growth for your brand and your team. Together we’ll harness the power of AI to shape your brand’s future.
Discover practical, evidence‑based ways to build brands that connect—and the free guide to help you do it.
How Europe’s most effective campaigns really work
When creativity meets solid strategy, the results stand out. Our AI‑assisted review of this year’s Effie Awards Europe winners shows the patterns behind the campaigns that moved people—and moved the needle.
- Brand cues up front. The strongest work makes the brand unmistakable—using distinctive assets and ideas that people immediately link to the right name.
- Creators as co‑makers. Winners treat creators as genuine collaborators, tapping into their cultural fluency to craft stories that feel authentic—not just sponsored.
- A single story, many touchpoints. The most effective teams tailor content to each platform while keeping one coherent narrative that connects every channel.
Creativity That Connects
Both the Effie Europe and Effie Belgium reports offer powerful lessons on effectiveness and creativity. To help you make the most of these insights, our Belgian specialists in creative strategy are available to share perspectives and practical applications. Their experience bridges global principles with local nuance—so you can turn award‑winning ideas into actionable plans for your market.
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Sana Hussain |
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Gabriella Harris |
While Europe’s Effie winners reveal universal principles of effectiveness, our deep dive into the Belgian market shows what truly resonates here. One standout trend? Brands are leaning into homegrown talent to forge authentic emotional connections, building long-term equity through storytelling that feels unmistakably Belgian. Explore all six insights and see how creativity that connects is driving growth in Belgium.
2026 is here, and it’s time to turn insight into impact. Last year, we saw sustainability move from aspiration to expectation, brands fight harder for relevance, innovation accelerate in response to shifting consumer needs, and AI redefine how decisions are made. These aren’t passing trends—they’re the forces shaping growth in every sector. At Kantar, we help you harness these dynamics.
Ready to start the conversation? Let’s make 2026 your most impactful year yet.
Cut through the noise so that CMOs can plan for brand growthOur experts reveal ten trends that will redefine competitive advantage, from AI-native decision making and synthetic data to algorithm-driven brand building and micro-community growth. Gain actionable insights to position your brand for success in a rapidly evolving landscape. |
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The path to sustainable growth isn’t generic, it’s brand specific.2026 is the turning point for brands to make sustainability a true driver of growth. Discover the 3 strategic unlocks for success: building a brand-specific business case, mastering category dynamics, and shaping a distinctive path to growth. |
Measure your brand’s contribution to the financials of the businessThe answer lies in seven key metrics: Meaningfulness, Difference, Salience, Demand Power, Pricing Power, Activation Power, and Future Power. |
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AI is transforming the innovation process, unlock new opportunitiesAI is transforming marketing, but how does it reshape innovation—a field long driven by human curiosity and creativity? Discover how leading brands harness AI to fuel breakthroughs and overcome challenges. |
Kickstart 2026 with Us
The new year is here—and it’s the perfect moment to set bold plans in motion. At Kantar, we’re ready to help you turn ambition into action across key pillars. Together, we’ll craft strategies that are measurable, commercially strong, and aligned with consumer expectations—so you start 2026 with confidence and clarity.
Explore LINK AI for faster, smarter creative decisions.
The advertising and media landscape is constantly evolving, with new channels, formats and opportunities to connect. To succeed and drive growth in this environment, you must create great content at scale, which connects people to your brand, wherever they see it.
LINK AI applies cutting-edge technology to the world's largest ad testing database to provide insights without the need for surveys. You get robust predictions at an unprecedented scale in as few as 15 minutes, empowering you to make confident decisions, fast.
Supercharge your ad development process
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Empower your future strategy with comprehensive insights on what's worked for your brand in the past |
Keep ahead of the competition and inspire winning campaigns with competitor testing |
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Don’t wait till launch to find out if your ads work! Reliable performance predictions in as few as 15 minutes |
Ensure you have access to lightening fast actionable optimisation that outpaces the new speed of business |
Kick off 2026 with confidence
LINK AI is your transformational partner, seamlessly combining agile research, AI technology, advanced analytics, and deep brand expertise to accelerate consumer understanding and unlock growth opportunities. Make every ad work harder at scale and set the tone for success in the new year. Ready to lead in 2026? Request your LINK AI demo and start shaping campaigns that deliver impact from day one.
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Sana Hussain |
A Modern Mutual: The Nationwide CX Success Formula
This is your chance to learn practical strategies for building a CX framework that connects purpose with performance and prepares your organisation for 2026 and beyond.
Customer expectations are evolving fast. Success in 2026 means blending digital efficiency with authentic human connection to build trust and long-term loyalty.
A strong CX framework, powered by actionable insights and AI, transforms feedback into measurable improvements—boosting satisfaction, retention, and operational excellence.
From mobile-first experiences to closing the feedback loop, these proven strategies deliver value for customers and businesses alike.
Explore highlights through blogs, podcasts, and bite-sized video snippets.
The ten trends that will shape 2026
Kantar’s Marketing Trends 2026 combines insights from across Kantar to give you holistic and actionable guidance for your brand growth journey. In this exclusive collection, you’ll find the top 10 trends shaping the year ahead, enriched with Kantar’s point of view and data points to guide your 2026 planning.
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Kantar’s Marketing Trends 2026 cuts through the noise so that CMOs can plan for brand growth with confidence. |
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A Belgian Benchmark for Customer Experience
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We need to better understand how customer experience drives long term growth. Our benchmark results again reveal significant differences in CX delivery across categories and brands. |
Transform CX: Begin 2026 with Confidence
Kick off 2026 with a sharp CX plan. Leverage our Belgian Spotlight on Customer Experience benchmark to pinpoint the experiences that drive growth, then shape a focused roadmap. Get in touch with our CX experts.
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Gino De Vooght |
Responsible boosting, measurable impact
Unlock granular insight from small or niche cohorts—responsibly. This guide explains Kantar’s evidence‑first approach to synthetic sample boosting, from governance and methodology to measurable outcomes, so your team can act with speed and rigor.
Synthetic rows are not human rows. That’s why this isn’t hype—it’s a handbook. We distil a year of testing into clear rules of thumb, ethical guardrails, and validation checks that separate genuine signal from noise. See where boosting adds confidence, where it doesn’t, enabling innovation while protecting consumer trust.
Learn more about AI at Kantar
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Your AI-native brand partner Find out more about Kantar's AI Solutions, AI Thought Leadership, Client Results and how we help you. |
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Looking to gain deeper insights on AI?
Connect with Kantar today and discover how our expert analysis and solutions, including those powered by AI, can empower your growth.
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Abhijit Vaiude |
From AI hype to execution. Are you set to scale?
With 2025 almost behind us, moving from hype to reality will require a focus on execution and infrastructure over excitement.
This playbook provides an overview of both new and established methodologies for tackling the key brand challenges of 2026.
This toolkit includes case studies and answers to common client questions, including:
- Hyper-personalisation: How can you understand more audiences faster?
- Experience journey: From interest to purchase, where are you losing your customer base?
- Deep brand connections: What is the root cause of my brand growth or decline?
- Co-creation and human participation: How can I democratise insights within my company?
Ready to plan for 2026? Let’s Talk
The year ahead brings new challenges and opportunities. Our experts are ready to help you plan with confidence, using data-driven insights and proven strategies. Connect with us today and let’s build a roadmap for growth together.
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Martine Philippe |
Ready to shape next year's strategy? Kantar’s Marketing Trends 2026 combines powerful, expert-led insights to give you holistic guidance for your brand growth journey.
Inside, you’ll find:
- 10 key trends that will redefine marketing in 2026
- Data-backed insights and Kantar’s expert perspective for each trend
- Guidance to help marketing leaders think strategically about the year ahead
Whatever industry, category or role you are in, you’ll find something to spark your curiosity. Access the trends now and start planning for what is next.
Get in touch if you’d like to discuss the trends and what they mean for your brand.
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Machteld Andries |
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Sana Hussain |
As we look ahead to 2026, the stakes for brands have never been higher. Sustainability is no longer a side project; it's a core driver of growth, resilience, and relevance. The world is watching, and the brands that act now will be the ones to unlock new behaviours and capture lasting value.
Our new guide, 2026 Planning for Growth Through Sustainable Marketing, is your practical roadmap to making sustainability a true engine of growth. Inside, you'll discover:
- 3 strategic unlocks for Brand Growth:
- Make a brand specific business case for growth
- Master category dynamics for credibility and relevance
- Shape your brand-specific path to growth
- Real-World case studies from brands like Fonterra and Tassal showing how evidence-based strategies drive measurable impact.
- A Sustainable Marketing maturity checklist to help you assess your readiness and highlight areas for action.
Download the 2026 Sustainable Marketing Guide
Why partner with us for 2026?
We're committed to helping you close the equity gap on sustainability aligning your growth strategy with consumer expectations, sector dynamics, and actionable insights. Together, we'll build a plan that's not just ambitious, but measurable and commercially powerful.
Curious to learn more or chat about how this could apply to your brand? I'd love to connect.
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Florence Debret |
