Kantar Unveils First Consumer-Led Sustainability Brand Ranking in Japan

Kantar's Inaugural Consumer-Led Sustainability Brand Ranking

Kantar, a leading global marketing data and analytics company based in London, has recently revealed its first-ever "Consumer-Led Sustainability Brand Ranking". This comprehensive report assesses the sustainability performance of various brands based on consumer insights from over 18,000 participants across 12 countries, highlighting the impact of sustainability on brand trust and purchasing decisions.

In the ranking for Japan, Nintendo has emerged as the top sustainable brand, followed by ANA (All Nippon Airways), ENEOS, Apple, and PayPay in the top five positions. This accolade reflects Nintendo's longstanding commitment to providing engaging entertainment experiences while fostering strong relationships with consumers.

Understanding the Ranking Criteria

The ranking evaluates 2,160 brands by assessing their sustainability activities and the degree to which these efforts are recognized and valued by consumers. The four common characteristics of high-ranking brands, according to Kantar’s analysis, include:

- Integration of Sustainability: Successful brands incorporate sustainability as a core component of their business strategies.
- Meaningful Value: They provide genuine value that resonates with consumers.
- Reliable Communication: These brands maintain consistent and trustworthy communication regarding their sustainability efforts.
- Relevance to Consumers: Brands establish and maintain a relatable presence among the target audience.

Karin Tranketel, head of Kantar’s Sustainable Transformation Practice, adds, “While people show increasing interest in environmental and social issues, they often feel overwhelmed by multiple societal challenges and economic uncertainties. Although expectations for sustainability are high, trust can be fragile due to instances of greenwashing. It’s essential to learn from companies that successfully translate sustainability into actual brand value. The brands rated in the global top 10 are examples of how meaningful associations with consumers based on trust can drive growth across industries and scales.”

Japan's Top 5 Sustainable Brands

1. Nintendo
2. ANA
3. ENEOS
4. Apple
5. PayPay

These brands have not only prioritized sustainability in their operations but have also succeeded in making their efforts known and appreciated among consumers. The recognition of Nintendo as the top brand signifies its success in delivering entertainment experiences that resonate across generations, thereby establishing a strong trust relationship with its customer base.

Global Top 10 Sustainable Brands

At a global level, the ranking is led by brands like Ecover, The Ordinary, and others, with Back Market—a marketplace for refurbished electronics—making it into the top 10. Back Market's innovative communication strategies that emphasize sustainability have played a crucial role in its consumer recognition. Here is the global list:

1. Ecover
2. The Ordinary
3. Adidas
4. Mercedes-Benz
5. Mastercard
6. YouTube
7. Back Market
8. Sony
9. BYD
10. Lego

The preliminary findings and consumer feedback also involved insights from key brands such as Disney and Mastercard, providing practical viewpoints that enhance the survey results.

Conclusion

As brands navigate the intersection of sustainability and consumer engagement, Kantar's report underscores the importance of meaningful connections built on trust and respect. For more details on the "Consumer-Led Sustainability Brand Ranking," visit Kantar's global website.

About Kantar

Kantar is recognized as one of the foremost marketing data and analytics firms in the world, dedicated to providing intelligence that supports brand growth. With robust insights rooted in human behavior and synthetic data, alongside AI-driven platforms and global expertise, Kantar empowers organizations to make informed, reliable business decisions and strategies.

Kantar Japan Company Overview

- Name: Kantar Japan LLC
- Headquarters: 6F Shinjuku Minds Tower, 2-1-1 Yoyogi, Shibuya, Tokyo
- Services: Market research and consulting
- Managing Director: Toru Sasaki
- Website: www.kantar.jp

This research was conducted between January and February 2026, spanning a diverse set of brands and sectors. The results aim to reflect both consumer perception and actionable insights for brands aiming to build a sustainable future.