Sustainable Lifestyles 2035

Discussions about sustainability often focus on whether consumers are prepared to make sacrifices or pay more to prevent future environmental harm and protect nature and their own health and wellbeing.

But as we see in the news—from Los Angeles to the Gulf Coast—a more volatile world is already here, forcing consumers to adapt.

Looking to the future, experts agree that further adaptation will be essential. One study projects that spending on climate adaptation will exceed spending on mitigation by more than 600% by mid-century,* with at least $38 trillion in spending on adaptation expected.

*Wellington Management, 2025

While governments may step up to help with some adaptation efforts, companies and individuals will also shift spending. Looking to 2035 and beyond, we need to ask:

How will people adapt and thrive in this new world? How will spending, daily routines, and lifestyles change? And where are the opportunities for brands and companies?

To help leaders navigate the decade ahead, Kantar has launched Sustainable Lifestyles 2035, the latest in our series of Foresight Co-Labs.

We will explore the leading edge of sustainable lifestyles, to surface implications across different areas of consumer life, including:

An onboarding call
Meet the Kantar team leading the work, share what you hope to learn, and discuss how your organization will apply the research.

Co-Lab Roundtable
A Co-Lab Roundtable with other world-class organizations. Hosted by Senior Partner Don Abraham and members of Kantar’s Foresight Practice, this event will give sponsors the chance to engage with peers around challenges and opportunities in sustainable lifestyles.

Sustainable Lifestyles 2035 Report
A Sustainable Lifestyles 2035 Report that offers clear forecasts for how consumer adaptation will take shape and the opportunities it will present brands and businesses over the coming 5-10+ years.

A 60–90-minute readout
Socialize project learnings and discuss implications with your organization.

Together, we will envision the future of sustainable lifestyles.