New research into New Zealand consumer attitudes has surfaced a tension that is becoming more pronounced as cost-of-living pressures intensify: people care deeply about sustainability, but they are increasingly sceptical of how businesses communicate it, and their day-to-day priorities are being shaped more by economic pressures than environmental intent.
The findings, from Kantar’s research into sustainable transformation, show that 87% of New Zealanders believe businesses have a responsibility to address their environmental and social impacts. Yet 69% feel companies are falling short of that responsibility, and 60% find sustainability messaging confusing. That combination of expectation and scepticism creates a challenging environment for businesses trying to demonstrate genuine commitment.
What People Are Actually Prioritising
When asked about their top social concerns, New Zealanders cited cost of living, healthcare access, child protection, violence, and affordable housing ahead of environmental issues. Environmental concerns — waterway pollution, microplastics, extreme weather events, biodiversity loss, and climate change — register strongly, but they sit behind the immediate pressures that shape daily decision-making.
This does not mean sustainability is irrelevant to purchasing decisions. Research shows 74% of respondents say sustainability influences what they buy, and 53% actively avoid products they perceive as harmful. But the influence operates through a filter of affordability and practicality that has become more prominent as the cost of living has increased.
The Credibility Problem
Jason Cate, Kantar’s Sustainable Transformation Practice Lead, notes that New Zealanders have less patience for vague messaging and are increasingly sceptical about claims they cannot verify. Jay Crangle of the Sustainable Business Council has made the same observation from a different angle: people are far more interested in what businesses do than what they say.
For the construction sector, this is a relevant signal. Sustainability credentials are increasingly part of the conversation in procurement, particularly for commercial and public sector clients. But credentials that are not backed by demonstrable practice — actual waste reduction, verified embodied carbon data, verifiable supply chain standards — carry less weight than they once did.
Practical Sustainability for Construction Businesses
The direction the research points to is straightforward: lead with tangible action rather than positioning. Businesses that can demonstrate what they have actually changed about their operations, supply chains, or project delivery approach are better placed than those relying on sustainability as a marketing message. Younger generations in particular are alert to the gap between rhetoric and practice.
Affordability and sustainability are not inherently in conflict in construction. Durable materials, energy-efficient design, and reduced waste on site often deliver financial benefits alongside environmental ones. Making those connections explicit in client conversations is more persuasive than broad sustainability claims.
Explore more insights on sustainable business and construction practice in New Zealand, or connect with professionals and suppliers leading the industry’s transition.
