Exploring the changing consumer perspective on packaging

The complexity of consumer choices

Through our team’s daily work and research, we’ve noticed that consumers typically see packaging in one of three ways: as waste, as a convenience, or as a visually appealing element that can even serve as a status symbol— think of iconic packaging like Tiffany’s blue box or Starbucks cups.

While these perspectives are valid, they overlook packaging's primary purpose: to protect the product and provide essential usage information. These core functions are vital for brand owners and packaging producers and cannot be compromised when exploring sustainable alternatives.

While studies and surveys often show that people intend to make sustainable choices, at the end of the day, real-life decisions are usually influenced by factors like price, convenience, and availability.

I can relate to this on a personal level. One week, I might shop at a discount retailer for the best deals, and the next week I find myself at an organic market, trying to make environmentally conscious decisions—until I look at the bill and I’m quickly reminded of the significant financial trade-offs involved. I find this reflects a broader reality: consumers want to do the right thing, but the complexity of everyday life often gets in the way.

Evolving perceptions

According to Euromonitor International’s 2024 Consumer Trends Report, 64% of consumers are actively trying to have a positive environmental impact through their everyday actions, with reducing plastic use and recycling among the top actions taken by over 50% of respondents.

However, consumers also feel their efforts can be undermined by greenwashing, and this sentiment has led to a growing demand for transparency and more meaningful sustainability measures from businesses.

The selection of materials in packaging also matters to consumers. They want their packaging to be functional but also environmentally responsible. Wood fibre-based packaging seems to tick these boxes in consumers’ minds. A Pro Carton Consumer Study found that 87% of European consumers would prefer cartonboard over plastic packaging due to its ease of recycling and renewable material composition.

This aligns well with our commitment at Metsä Board to develop fresh fibre paperboard packaging solutions for consumer goods. Materials made of fresh wood fibres can easily be recycled in regular paper streams, and they can strengthen the circular economy by integrating new and fresh wood fibres into the recycling loop. People are often unaware of this, but as long as paper fibres are recycled, they also remain a storage of biobased carbon—a noteworthy aspect in mitigating climate change.

Adapting to today's recycling needs

Recycling is a tangible way for consumers to reduce waste and carbon emissions. It’s one of the few areas where people feel they can really make a direct impact. Still, they also expect companies and governments to take greater action in making sustainable choices easier.

In my view, governments and companies must step in and step up, as more convenient recycling processes for consumers directly lead to higher participation rates. The EU’s upcoming Packaging and Packaging Waste Regulation, aiming to standardise labelling on packaging and waste receptacles across Europe, should represent an improvement in that direction.

Ultimately, I believe the responsibility for driving meaningful change doesn’t rest with only one group—it’s a shared effort. By aligning innovation, infrastructure, and behaviour, we can all play our part in ensuring practical and impactful progress for future generations.