YES! The predicted backlash has not materialised. In 2025, brands are not being punished for putting CSR (or Corporate Social Responsibility) at the heart of their strategy. On the contrary, they are still using it as a powerful lever for commitment and differentiation. This is what the latest Sustainability Sector Index by Kantar, which offers an up-to-date reading of public expectations in terms of brand responsibility. A challenge that also - and perhaps above all - concerns B2B players in the ingredients, health and nutrition sectors.
1. A difficult context, but an enduring commitment
Since 2020, there has been one crisis after another: pandemics, inflation, war in Ukraine, geopolitical uncertainties. And yet, according to Kantar, people's concerns remain stable, if not increasing. In 2025, the environment and climate (and sustainability as a whole) will continue to be a key concern for the public. the top priority worldwide, and economic issues.
In France, these ecological concerns are coupled with an acute sensitivity to social inequalities. The result: CSR is not seen as a luxury, but as an expected commitment, even in times of stress.
2. Consumers who want to do better, but can't do it alone
Kantar highlights a persistent gap: 85 % of French people, for example, say they want to adopt more responsible behaviour, but only 26 % actually do so. This «intention gap» constitutes a strategic opportunity for brands. By becoming facilitators of change, they can create a strong bond with their targets.
This also applies to B2B players Ingredient suppliers, manufacturers of nutritional or cosmetic solutions, players in connected health... They all have a role to play in the value chain, providing their industrial customers with concrete, measurable solutions.
3. CSR: a duty for companies in the eyes of the public
The Kantar report is clear: citizens expect companies to lead change. Also in France, 46 % of respondents believe that it is up to companies to resolve environmental issues. Better still, 31 % think that they should work towards a fairer society.
The private sector can no longer simply limit its impact. It must creating tangible progress. For B2B brands, this means going beyond certifications and charters to propose innovations aligned with environmental, public health or social inclusion issues.
4. Sustainability weighs heavily on brand value
Another key figure in the Sustainability Sector Index : sustainability accounts for up to 10 % of the value of the world's 100 biggest brands. This is equivalent to around 600 billion dollars... in value that is still under-exploited.
This potential is not reserved for the giants of B2C. In B2B too, a serious CSR strategy can make all the difference:
- in calls for tender,
- in long-term commercial relationships,
- and, of course, branding and fundraising.
But this strategy must be clear, concrete and, above all, credible.
5. From words to evidence: the need for consistency
This is undoubtedly the central finding of the Kantar report: consumers are not fooled. Greenwashing« is no longer acceptable. They expect measurable actions, tangible proof, and a sincere alignment with the brand's identity.
This means that for B2B brands, creating a sustainable brand means :
- avoid generic speeches or vague techno-solutions; ;
- Give priority to specific, verifiable commitments (e.g. measured CO₂ reduction, localised sourcing, support for positive-impact supply chains) ;
- integrate sustainability into the positioning, not into a corporate sub-heading.
6. And for those involved in nutrition and health?
While the study does not go into the question in depth, there is no point in kidding ourselves: thehe food, nutrition and health sectors are also at a crossroads in terms of CSR. Citizen-consumers hold them partly responsible for their well-being and their environment, but also for the accessibility of solutions.
In B2B, this translates into a growing demand for transparency, education and measurable impact:
- Ingredients brands must help their customers to formulate more sustainably, more healthily and more soberly.
- Health / biotech / diagnostics players are expected to focus on ethics, traceability and contributing to a more inclusive healthcare system.
- B2B services in the agri-food or cosmetics sector are judged on their ability to be transition partners, not just suppliers.
Conclusion: CSR as a business lever (not a bonus)
The Kantar 2025 report confirms that CSR and sustainability are certainly not just a fad. They are a business leverage, A marker of credibility, a factor of choice. And above all, a field that is still largely under-exploited in the B2B world. The good news? There's still time to position yourself. But not with a half-hearted approach. What CSR expects from brands in 2025 is courage, clarity and consistency.
Source:
About the Kantar Sustainability Sector Index :
- Kantar analysed nearly 70,000 verbatims using its GenAI technology to understand consumers' real perceptions.
- A study carried out between November 2024 and January 2025 on consumer attitudes, behaviours, expectations and perceptions of sustainable development and brands in 42 different sectors.
- More than 22,000 consumers surveyed in the Americas, Europe, Asia, the Middle East and Africa.
