As economic pressures mount and social concerns evolve, a new report suggests Kiwis expect more than just rhetoric from businesses when it comes to sustainability.
AA Insurance’s chief product and marketing officer, Shaun Rees, has drawn on findings from the 2025 Kantar Better Futures report to urge businesses to take authentic, values-driven action in the sustainability space.
The report, published in April, explores how New Zealanders are navigating the intersection of financial hardship and growing anxiety over healthcare access, social media influence and climate concerns. The rising cost of living remains the nation’s top worry, but environmental and social priorities are far from forgotten.
“Consumers are still committed to environmental and social impact,” said Rees. “They have fewer options and less freedom to make sustainable choices in their own lives, so they’re placing greater expectations on businesses to bridge the gap.”
The call to action comes as some global companies appear to be retreating from their environmental and social commitments. Rees cautions that businesses must resist the urge to follow suit, especially as public scrutiny and regulatory oversight increase.
“With the climate reporting regime in full swing, overstating environmental efforts is not only a reputation risk, but a serious regulatory concern too,” he said.
Rather than abandoning sustainability initiatives, Rees encouraged businesses to embed them authentically into their operations and align them with their brand values. He highlighted AA Insurance’s collaboration with the Student Volunteer Army (SVA) as a model of purposeful engagement.
The partnership, Rees said, has helped strengthen SVA’s volunteer networks in schools and universities, enhancing community readiness in the face of disasters. In return, SVA’s expertise has supported AA Insurance’s internal volunteer programme, resulting in a 150% increase in employee volunteering hours within a year.
Rees said that genuine, well-integrated sustainability efforts offer a way forward even in uncertain times. “Giving up on sustainability isn’t an option if you’re being real about putting customers at the heart of your business,” he said. “It can still be a competitive differentiator.”
What are your thoughts on the role of businesses in driving sustainability efforts in New Zealand? Share your insights below.
