In a landscape often dominated by climate burnout and shifting economic priorities, this session provides the data-backed antidote to industry skepticism. Based on the 2026 Kantar Sustainability Sector Index, Karine Trinquetel breaks down the commercial reality of sustainable marketing today.

While geopolitical and economic tensions are competing for consumer attention, the demand for responsible brands has not vanished—it has evolved. This session explores:
• The “Value-Action” Gap: Why 74% of consumers still want to buy sustainable brands, and how advertising can bridge the gap between their intent and their final purchase.
• Building Brand Resilience: How sustainability contributes up to 10% of total brand equity among the world’s most valuable brands.
• The Performance Multiplier: Evidence proving that normalized sustainable behaviors in creative drive an 8-point lift in emotional engagement with no loss in effectiveness.
• The Greenwashing Guardrail: Understanding consumer skepticism and how to communicate authentically to build long-term trust.

Speaker Bio: Karine Trinquetel

Global Head of Offer, Sustainable Transformation Practice at Kantar
Karine Trinquetel is a leading global authority on the intersection of brand strategy and sustainable transformation. As the Head of Offer for Kantar’s Sustainable Transformation Practice, she leads the strategic framing that helps the world’s largest brands turn sustainability into a tangible driver of growth.

With deep expertise in consumer behavior and brand equity, Karine is the architect behind frameworks that help businesses move beyond “purpose” and into “performance.” She is a regular contributor to global industry discourse, providing the evidence-based roadmap that enables marketing and legal teams to navigate the complexities of modern regulation and consumer expectations with confidence.