A new study from McKinsey has sought to assess consumer attitudes towards sustainable packaging in 2025 and beyond, following a period of significant upheaval in recent years, including the Covid-19 pandemic, soaring inflation, and geopolitical uncertainty. The research utilised global survey data obtained earlier this year and specifically analysed 1,000 responses from US consumers to explore their opinions[i]. It builds on earlier editions of the research, undertaken in 2020 and 2023 allowing for exploration of how attitudes are evolving.
Entitled “Do US consumers care about sustainable packaging in 2025?” the report delivered five major findings; two relating to factors influencing consumer purchases, and three detailing consumer attitudes toward sustainability.
Firstly, the research found a growing preference for product price, convenience, and quality over the environmental impacts associated with items. Additionally, more than 70% of survey respondents classed product price and quality as a ‘very’ or ‘somewhat’ important consideration in their spending decisions, a substantial increase on previous data from 2020. Notably over a third (44%) of consumers gave the same answers for environmental impact.
Secondly, when US consumers were asked to think about product packaging, respondents were found to be increasingly concerned with food safety and shelf life, perhaps highlighting the need to reduce food waste and cost as a knock-on effect of the cost-of-living crisis.
Looking specifically at consumer attitudes towards sustainability, the recyclability of a products packaging was found to be the most important environmental characteristic for US consumers, with 77% of respondents saying it is extremely important or very important. Further, when asked to rank types of packaging based on their level of sustainability, US consumers perceive glass to be the most sustainable, followed by paper and metal. Lastly, US consumers believe that it is brand owners and packaging producers, not retailers or consumers themselves, that should be held responsible for sustainability in packaging. Just 10% of US respondents said they themselves should be responsible, whereas 70% said either brand owners or packaging producers should be held accountable.
While the research notes that the packaging industry has historically been growing faster than GDP, it warns that there are signs that market growth may be slowing, with consumer confidence displaying signs of stalling. As a result, the industry should focus on making the most of existing and emerging growth opportunities, with McKinsey suggesting action across the following areas[ii]:
1. Understand consumer behaviour and preferences in a granular way, ascertain the preferences of the specific consumer groups that buy their products, how these consumers buy and use the products, and how the current packaging is disposed of.
2. Engage the full packaging value chain from the beginning, as sustainability decisions may affect everything from supply chain logistics to branding and marketing. As a result, companies should consider consumer preferences for packaging sustainability at the start of any process to launch or update a product, not as an afterthought.
3. Design packaging to meet the full set of consumer needs and preferences. While a significant subset of US consumers view sustainability considerations as important to their packaging choice, there are other factors that may be more important. Packaging companies will need to take a holistic approach toward packaging design, ensuring their packaging has clear sustainability credentials without sacrificing durability, food safety, shelf life, or convenience.
4. Make marketing and consumer education a priority- consumers do not necessarily know what to expect from sustainability in packaging, therefore companies will need to market toward and educate brands and consumers to illustrate the sustainability benefits of their packaging choices, as well as develop broader strategic narratives for the sustainability factors that are most important in their market context.
[i] do-us-consumers-care-about-sustainable-packaging-in-2025.pdf
[ii] Sustainable packaging: 2025 US consumer views | McKinsey
Lauren has extensive experience as an analyst and market researcher in the digital technology and travel sectors. She has a background in researching and forecasting emerging technologies, with a particular passion for the Videogames and eSports industries. She joined the Critical Information Group as Head of Reports and Market Research at GRC World Forums, and leads the content and data research team at the Zero Carbon Academy. “What drew me to the academy is the opportunity to add content and commentary around sustainability across a wealth of industries and sectors.”
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