Unwillingness to Pay: Why Distrust, Not Disinterest, Is Killing the Green Premium reveals why the sustainability surcharge is over. Based on a survey of 2,248 consumers across Australia and New Zealand, the Stake × Palladium Insights research shows 65% of Australians and 63% of New Zealanders believe companies—not customers—should absorb sustainability costs. A further 74% and 66% respectively support government regulation if business fails to act. The findings signal a new post-trust economy where proof, not promise, drives belief.

"Just Do It" isn’t an order.
It’s a promise of acceptance.
It’s Nike saying: You’re enough to start. Even with all your fear, even with all your flaws — you are already standing on the starting line.

Whether it’s a customer choosing between brands at the supermarket shelf, a voter at the ballot box, a company navigating transformation, or an investor deciding where to place their bets—brand and reputation do the heavy lifting before the negotiation even begins. The best brands don’t just attract people; they pull them alongside, creating momentum toward outcomes that work for everyone.

Why understanding your stakeholder’s expectations is core to managing through crisis.

Why people and perception are core to building effective brands.

How Stakeholder capitalism is driving Australian organisations to shift the way they design and think.