Why Consumers Expect Sustainable Packaging And Why It Matters

Packaging Is Now Part of the Brand Experience

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The role of packaging has shifted. What used to be a simple protective layer is now part of how consumers judge a brand’s values, intentions and level of care. Younger generations, especially Millennials and Gen Z, increasingly look at the materials wrapped around the product, not just the product itself. This change reflects a broader cultural shift: consumers now view packaging as an extension of the product experience. A recyclable paper bag, a clear end-of-life statement, or responsibly sourced materials all contribute to the story a brand tells.

Recent insights show that 76% of shoppers¹ made a conscious effort to buy more sustainable products in the last year¹ . This growing awareness elevates packaging from a logistical detail to a visible marker of brand responsibility, shaping trust long before the product is used.

Sustainable Packaging Influences Buying Decisions

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Responsibility is no longer a bonus; it’s a purchase driver. According to industry research² , 86% of consumers are more likely to buy a product if the packaging is sustainable, and 64% say packaging sustainability directly influences which products they select. For many, recyclable paper-based packaging communicates credibility and builds confidence at the moment of purchase

Consumers also respond strongly to clarity³ : they want to understand what materials are used and how to dispose of them. When brands provide this transparency, they strengthen loyalty and stand out in crowded markets.‍

‍Packaging has evolved into a signal of trust. It has become a strategic touchpoint, one that communicates intention long before a product is opened. The material a brand chooses is interpreted as a statement about its environmental impact, its priorities, and its consistency.

The Opportunity for Brands Moving Forward

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The rise in expectations offers brands a real opportunity: adopt packaging systems that combine sustainability and performance. Recyclable, paper-based solutions, like Vela™ bags, sleeves and garment covers, help reduce plastic at scale while integrating smoothly into fulfilment operations.

For brands ready to align product experience with environmental responsibility, sustainable packaging is not just the right choice — it’s the strategic one. It improves perception, strengthens loyalty and ensures that operations support the values customers expect to see reflected in every detail.

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Sources:

1 - Private Label Manufacturers Association (PLMA). Consumers Seeking Sustainably Packaged Products. +‍

2 -Shorr Packaging. The 2022 Sustainable Packaging Consumer Report. +

3 - McKinsey & Company — Sustainable packaging: 2025 global consumer views +