Environmental consciousness is more than a buzzword – it’s a movement reshaping consumer habits.
From ethically sourced beauty products to innovations in eco-friendly agriculture, consumers are more mindful than ever of how their choices impact the planet.
In response, brands are stepping up with sustainable solutions, especially in the product packaging space. But how much does eco-friendly packaging actually sway consumer decisions, and is this shift here to stay?
According to Shorr’s 2025 Sustainable Packaging Consumer Report, which surveyed 2,016 American consumers, the impact is significant. Over half (54%) of respondents reported deliberately choosing products with sustainable packaging in the past six months. Even more compelling, 90% said they are more likely to purchase from a brand or retailer if its packaging is eco-friendly.
Key Highlights:
- A majority of consumers (90%) are more likely to buy from brands with sustainable packaging.
- 54% of consumers reported consciously purchasing products with sustainable packaging in the last six months.
- More than half of Millennials (59%) and Gen Z (56%) consciously purchased products with sustainable packaging in the last six months.
- 43% of consumers are willing to pay extra for a product with sustainable packaging.
- More than one-third (39%) of consumers have switched to competing brands because they offer sustainable packaging.
Consumer Behavior
If your goal is to capture a significant share of the Millennial and Gen Z markets, sustainable packaging should be part of your strategy. Over the past six months, 59% of Millennials and 56% of Gen Z have consciously chosen products with sustainable packaging. Additionally, 54% of Millennials and 52% of Gen Z actively sought out products specifically based on their eco-friendly packaging.
Older generations are also embracing sustainability. More than half of Gen X (52%) and nearly half of Boomers (49%) have recently purchased products with sustainable packaging, while 46% of Gen X and 37% of Boomers have specifically looked for such options.
Across all age groups, an overwhelming 90% of consumers say they are more likely to buy from brands that prioritize sustainable packaging.
Awareness & Preferences
A bold commitment to sustainability can make all the difference, with 70% of consumers preferring packaging with clear sustainability labels. However, awareness varies: 20% boast they always notice labels, 25% claim they never do, and 55% say they only notice them sometimes. Notably, 1 in 5 shoppers (20%) actively avoid products without sustainability labeling, suggesting that brands could benefit from communicating their eco-friendly practices more clearly.
Additionally, nearly 7 in 10 consumers (69%) expect the brands and retailers they support to offer sustainable packaging by 2025, further demonstrating the importance of eco-conscious practices in earning consumer trust and loyalty.
Paying More for Sustainable Packaging
Younger shoppers in particular are willing to pay a premium to go green. Nearly half of Gen Z (49%) and Millennials (47%) say they would be willing to spend more for eco-friendly packaging, followed by 41% of Gen X and 37% of Boomers.
Role of Recyclability in Consumer Choices
Consumers are generally committed recyclers, with half (50%) saying they recycle “very often” and 31% reporting they recycle “somewhat often.” Only 6% admit to never recycling. This aligns with the emphasis respondents place on recyclable packaging – 83% believe it’s important, and nearly 1 in 3 (31%) consider it “very important.”
Among desired sustainable packaging features, minimal packaging takes the top spot, valued by 61% of shoppers. Other compelling sustainability traits include recyclable, compostable, or reusable options (54%), reduced plastic (53%), and recycled materials (51%). Paper-based packaging also holds appeal, favored by 31% of consumers.
Sustainable Packaging & Brand Loyalty
In today’s fast-paced creator economy, brand loyalty is hard-earned, but sustainable packaging provides a significant competitive advantage. More than half (58%) of survey respondents prefer brands that have publicly committed to sustainability goals, and 39% have switched to a competitor that offers sustainable packaging over one that does not.
Even more consumers are ready to make the switch – nearly three-quarters (73%) are open to choosing a brand that offers more sustainable packaging.
In today’s market, organic reviews and recommendations are invaluable and increasingly tied to sustainable practices. In fact, 58% of respondents say they’re more likely to rate, review, and recommend a product with eco-friendly packaging, highlighting the strong connection between sustainability and consumer advocacy.
Industries Leading in Sustainable Packaging, According to Consumers
Consumers are paying attention to which industries are leading the way in sustainable packaging. The food and packaged goods sector stands out, with 56% of respondents praising its efforts. Cleaning products follows at 37%, while apparel and clothing earns recognition from 35% of consumers. Beauty and cosmetics also makes a notable impact, with 30% acknowledging progress in this area.
Industries Falling Behind in Sustainable Packaging, According to Consumers
Some industries, according to consumers, still fall short of meeting the demand for sustainable packaging. The auto industry, for example, is seen as lagging by 46% of consumers, followed closely by electronics and tech (45%) and toys and games (43%). Pharmaceutical and medical products also faces criticism, with 35% of consumers feeling this sector is lacking in sustainability.
In the beauty and cosmetics sector, 30% of consumers have noticed improvements, but 34% believe there’s still work to be done. Similarly, while the cleaning products sector has made progress, 28% of consumers see room for further improvement in the industry.
When it comes to why consumers aren’t purchasing more sustainably packaged products, nearly one-quarter point to higher costs (39%) and limited availability (36%) as the main obstacles. Additionally, 16% are put off by unclear labels, while 9% are wary of greenwashing, a practice in which companies falsely claim to be sustainable.
Consumer Actions
The demand for sustainable packaging is undeniable – 87% of consumers say they’d happily buy more sustainable products if they were easier to find. With 53% of respondents rating themselves as “highly concerned” about the environmental impact of packaging, the pressure is on for brands to prioritize eco-friendly options.
Sustainable packaging doesn’t just drive purchases, it sparks conversations. Nearly 4 in 10 consumers (39%) say they are more likely to share their purchase on social media if the product features sustainable packaging, creating valuable brand buzz.
The 2025 Sustainable Packaging Consumer Report reveals a clear trend: Consumers across generations are eager for eco-conscious solutions. With nearly three-quarters of shoppers willing to switch to brands offering sustainable packaging, it’s clear that businesses should prioritize these shifting expectations.
Shorr Packaging continues to stay at the forefront of sustainability conversations. Building on insights from our 2022 report, which highlighted the growing importance of minimal packaging and recyclability, this year’s findings reaffirm that eco-friendly packaging is not just a trend – it’s a business necessity.
For more information on Shorr’s sustainable packaging solutions and how we help brands meet consumer demand while reducing environmental impact, visit Shorr’s Sustainability Hub.
Methodology
In November and December 2024, we conducted a nationwide survey of 2,016 American consumers. This survey explored consumer preferences for sustainable packaging, generational differences in eco-conscious behaviors, and the role of packaging in driving brand loyalty and purchase decisions. Respondents were asked about their purchasing habits, willingness to pay for sustainable packaging, recycling behaviors, and expectations for brand sustainability commitments.
Gender: Female (50%), Male (48%), Non-binary (2%)
Age Range: 18–89 (average age: 45)
Income Levels: Under $25,000 (18%), $25,000–$34,999 (12%), $35,000–$49,999 (14%), $50,000–$74,999 (21%), $75,000–$99,999 (14%), $100,000–$149,999 (14%), Over $150,000 (7%)
Marital Status: Married (43%), Single (29%), In a Relationship/Not Married (13%), Divorced (10%), Separated (2%), Widowed (3%)
Total respondents: 2,016
Margin of error: +/- 3%
Country: United States (USA)
Region: All Regions
Gender: All Genders
Age of respondents: 18–89