The cost of living continues to emerge as New Zealanders’ top concern – yet sustainability continues to play a decisive role in how people judge businesses, according to new research released today.

The Better Futures 2026 report, now in its 17 th year and produced in partnership between the Sustainable Business Council (SBC) and global insights organisation Kantar, reveals that while climate and environmental issues are competing for attention in an increasingly crowded landscape of crises, expectations of business leadership on sustainability remain high, and unmet.

Nearly nine in ten New Zealanders (87%) say businesses should take responsibility for their environmental and social impacts. However, 69% believe businesses are still not doing enough, and 60% say the way companies talk about sustainability is confusing.