South Africa, March 20 -- The research found that sustainability continues to be a contentious theme for brands to manage in 2026. Perceptions are increasingly affected by divergent views in the political climate, which have rippled into investment and business communities.

Of 48 industry sectors, 24 saw the influence of sustainability decline from 2025 to 2026. In the prior cycle, 38 saw a year-on-year decline.

It remains to be seen if this is part of a wider recovery in the importance of sustainability in driving consumer choice.

Originally, Brand Finance attributed the decline in sustainability's importance to factors such as political ESG backlash and cost-of-living concerns.

Since then, ESG backlash in the US has been met with qu...