South Africa, June 11 -- Brand Finance's latest round of research appears to indicate a slight reduction in the role of sustainability in driving consumer choice. But sustainability remains a powerful driver of choice in markets around the world.

Of 48 industry sectors surveyed, 38 saw the influence of sustainability decline from 2024 to 2025.

2025 is proving to be a challenging year for brands when it comes to managing sustainability perceptions.

There is an increasingly dismissive (or even hostile) attitude to ESG from some parts of the political, investment, and business communities.

This may be driven by political ESG backlash, by cost-of-living concerns, or by a mix of other factors.

That said, it's important not to overstate th...