Don’t just tick boxes through sustainable packaging — elevate your brand

Sustainable packaging is no longer a trend. It’s a tidal wave that’s reshaping consumer behaviour and, dare we say, separating the leaders from the laggards. Gone are the days when slapping on a “recyclable” label was enough to win over eco-conscious customers. Today’s consumers are sharper, savvier, and more demanding than ever when it comes to sustainability.

?But why does packaging matter so much? And how can brands use eco-friendly materials to build trust and loyalty? Let’s dive into the data, dissect the psychology, and explore actionable tips for marketers who want to use sustainable packaging as an opportunity to build their brand.

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The rise of sustainable packaging?

Packaging — often the first physical interaction a customer has with a brand — is a highly visible indicator of a brand’s commitment to the environment. Studies show that 72% of consumers are actively trying to buy more sustainable products (BigCommerce). If you’re looking to increase your market share (who isn’t?), a Nielsen report revealed that brands that marketed products as sustainable grew 2.7 times faster than their conventional counterparts.

?There’s also a big financial incentive. The global sustainable packaging market is projected to hit $190.6 billion by 2031 (Allied Market Research) — that’s a $100 billion rise from 2021.

?Given the choice, investing in sustainable packaging is a pretty compelling prospect. However, legislation is increasingly taking that choice away.

The right side of the law

?In Europe, the EU Packaging and Packaging Waste Regulation (PPWR) “aims to tackle constantly growing waste, harmonise internal market rules and boost the circular economy” (European Parliament). Highlights from the new laws include:

·????? All packaging to be recyclable by 2030

·????? Max 50% empty space ratio for grouped, transport, and e-commerce packaging?

·????? Bans on individual sachets for sauces, preserves and sugars?

·????? EU countries?will?have to reduce the volume of packaging waste per capita by?5% by 2030, 10% by?2035,?and 15% by 2040

·????? At least 40% reusable (transport) packaging should be used by 2030

?In the UK, new packaging laws for Extended Producer Responsibility (EPR) are forcing brands to address the topic of sustainable packaging from the design stage. In almost every market, businesses will need to be aware of changing legislation and that will impact their operations going forward.

?It’s clear that sustainable packaging is no longer a ‘nice to have’, but a ‘need to have’ — so here’s how you can maximise its branding potential.

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Why packaging influences consumer behaviour

?Packaging isn’t just about protecting the product. It’s a mini salesperson sitting on the shelf, whispering sweet nothings (or shouting bold promises) to your customers. Sustainable packaging takes this one step further: it signals that your brand isn’t just about profits but also about principles.

?Here’s how it works:?

·?????? Trust and authenticity: A brand that invests in eco-friendly packaging communicates that it genuinely cares about its impact — although it’s important to be mindful that consumers can sniff out greenwashing from a mile away. Around 62% of consumers are willing to change their purchasing habits to reduce their environmental impact (IBM), but they demand authenticity.

·?????? Emotional connection: If you can demonstrate that your packaging is “compostable,” “biodegradable,” or “plastic-free”, then you tap into customers’ desires to make ethical choices. It’s an easy way for people to feel like they’re part of something bigger — saving the planet, one recyclable box at a time.?

·?????? Social influence: Be wary of underestimating the impact of influencer culture. Studies find that 70% of consumers trust influencer recommendations (LCCA), highlighting the power they have in shaping purchasing decisions. TikTok is especially fertile ground; 83% of marketers believe micro-influencers are more effective than celebrities (LCCA). Some older voices in the media will have you believe that Gen Z are young, na?ve, and easily dismissible — but they’re the ones with the disposable income.

?To reference John Elkington’s famous ‘3P/Triple Bottom Line’ framework (a concept he’s recently ‘recalled’), sustainable packaging is good for people, better for the planet, and will likely not do your profits any harm, either.

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?Case studies: Brands getting it right

?A little inspiration never hurts, so let’s talk success stories — brands that have nailed the sustainable packaging game and reaped the rewards:

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Patagonia

?Ancient marketing wisdom dictates that the best brands don’t sell stuff, they sell a feeling. Patagonia is a glorious example: it’s not really about outdoor gear; it’s a way of fostering a philosophy of environmental stewardship. Its minimalist, 100% recyclable packaging is a natural extension of its brand. Customers love that buying from Patagonia feels like an investment in the planet.

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Sonos

?Audio technology brand Sonos demonstrate how a sense of sustainability can be achieved whilst maintaining a premium look and feel. Rather than crowding the packaging with shoutouts and eco messaging, the clean branding, off-white tones, and paper materials speak for themselves. ?

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Lush Cosmetics

?Shopping in a Lush store feels like an old school pick and mix, but instead of cola bottles and jelly snakes, it’s shampoo bars and bath bombs. A champion of minimal packaging (largely just branded paper bags), their approach has built a loyal following of eco-conscious consumers — aided by the brand’s ability to holistically control the in-store customer experience by largely selling from their own locations rather than with other retailers.

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IKEA?

IKEA recently pledged to eliminate all single-use plastic packaging by 2028, switching to renewable and recycled materials. The move has bolstered its reputation as a forward-thinking, sustainable brand. And whilst this is an increasingly common claim in today’s market, the Swedish furniture retailer backs up its words with a clear and actionable plan that puts transparency front and centre.

?These brands show that sustainable packaging isn’t just good for the environment — it’s also great for business. But what’s the secret sauce? Consistency. Their packaging aligns with their overall values, reinforcing their authenticity.

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Sustainability = loyalty?

It’s clear that switching to sustainable packaging is a good thing, but that doesn’t mean it’s not going to cost you a bit of money — at least in the short term. So, if you’re wondering whether investing in sustainable packaging is worth it, let’s talk numbers:?

·????? Out of 70% of consumers who identified themselves as environmentally conscious,?86% said they were happy to pay more for products in sustainable packaging (Trivium Packaging’s Global Buying Green Report).?

·????? A similar study found that 80% of younger consumers are willing to pay more for sustainable packaging(PwC). That’s right — eco-friendly materials can justify premium pricing.?

·????? 77% of businesses indicate sustainability leads to?increases in customer loyalty (BusinessDasher).

?Simply put, when consumers feel good about their purchase, they’re more likely to come back. And isn’t that the holy grail of marketing?

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Squeezing the value from your sustainable packaging

?So, your new sustainable packaging is kinder to the environment, and it’s got the seal of approval from the conscious consumer — but that’s not where the value ends. It also gives you an opportunity to translate what can sometimes be an abstract idea into sharp messaging that resonates with your audience. Here are some things you can try:

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1.??????? Educate your audience

?Don’t assume your customers know how sustainable your packaging is — tell them! Use your website, social media, and even the packaging itself to explain your eco-friendly efforts. For example, include a QR code that links to a page detailing your sustainability practices.?

2.??????? Highlight the benefits

?Make it clear what makes your packaging sustainable. Is it compostable? Made from recycled materials? Plastic-free? Be transparent, and back it up with statistics. And we’d advice against rounding numbers up/down — super specific figures (“switching to paper has reduced our carbon emissions by 0.53%”) feel more genuine, thought-out, and credible. ??

3.??????? Incorporate storytelling

Everyone loves a good narrative. Share the story of your packaging — where the materials come from, how they’re made, and what happens to them after use. This humanises your brand and builds emotional connections.

4.??????? Test and iterate

?Sustainability is not a ‘one and done’ endeavour, rather a continuous pursuit. Experiment with different materials, get customer feedback, and change tack if necessary. Small changes can have a big impact and acknowledging the fact that you’re willing to listen and action what your customers say further strengthens brand loyalty.?

5.??????? Celebrate milestones

?Did you just eliminate 50,000 kilograms of plastic waste? Shout it from the rooftops! Consumers love being part of a brand’s success story. It creates a really strong ‘we’re all in it together’ mentality.

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Future trends in sustainable packaging

?The world of sustainable packaging is evolving rapidly, and staying ahead of the curve is crucial. Here are a few trends to watch out for (and get involved in):?

???????????? Biodegradable and compostable materials: From mushroom-based packaging to seaweed wraps, innovation is happening fast.?

???????????? Reusable packaging systems: Think container deposit programmes or products designed for refill.?

???????????? Smart packaging: QR codes and NFC tags are being used to educate consumers about how to recycle or reuse packaging.

The brands that embrace these trends now will be the ones leading the charge in years to come.?

Sustainable packaging isn’t just about reducing waste — it’s about building a brand that consumers can trust, connect with, and advocate for. As the demand for eco-friendly options continues to grow, marketers have a unique opportunity to position their brands as leaders in sustainability.

?Start small, stay authentic, and don’t be afraid to tell your story. Whether it’s a biodegradable coffee cup or a reusable shipping box, every step you take toward sustainable packaging brings you closer to a more loyal, engaged customer base.

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Are you thinking of overhauling your packaging in 2025, and taking a more sustainable route? We can help you with that. Let’s have a chat.