Who is driving demand for green packaging?
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By:
Joe Sizeland
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The demand for sustainable packaging is no longer a niche concern; it has become an essential consideration for businesses aiming to align with consumer expectations. Across the UK and globally, buyers are increasingly favouring products that incorporate eco-friendly materials. But who exactly is driving this shift, and what motivates them?
The global push towards sustainability has transformed the way people shop. According to the 2020 Buying Green Report by Trivium Packaging , 74% of consumers worldwide are willing to pay more for sustainable packaging. This trend is particularly pronounced in Europe, where 83% of buyers expressed a preference for environmentally friendly options.
In the UK, where environmental issues often dominate public discourse, businesses face growing pressure to adapt. From increased recycling campaigns to government initiatives like the Plastic Packaging Tax, consumer attitudes have been shaped by both policy and cultural awareness.
One notable global trend is the growing awareness of the circular economy, where products and packaging are designed to be reused or recycled repeatedly. Businesses that incorporate principles of the circular economy into their packaging strategies stand to gain considerable consumer trust. This is especially relevant for UK companies as local councils continue to expand recycling infrastructure, making sustainable options more accessible.
While global trends provide a useful context, local attitudes and buying habits shape how businesses must adapt their packaging strategies for the UK market.
Packaging does more than protect a product - it serves as a vital touchpoint in a customer’s purchasing journey. Sustainable packaging has increasingly become a deciding factor in what people buy, influencing both first-time purchases and long-term brand loyalty.
A product's packaging is often the first interaction a customer has with a brand. According to a recent report by McKinsey , a third of consumers actively consider packaging sustainability when making a purchase decision.
For eco-conscious consumers, the look and feel of sustainable packaging can reinforce their decision to choose a product over a competitor’s. Materials like kraft paper, compostable plastics, and clear recycling labels immediately signal environmental responsibility, creating a positive first impression. Beyond aesthetics, the practical functionality of eco-friendly packaging is also critical; consumers increasingly expect their products to arrive safely while adhering to sustainability principles.
Trust plays a central role in whether consumers will buy from a brand again. Misleading claims about packaging sustainability - often referred to as "greenwashing" - can alienate buyers and harm a brand’s reputation. On the other hand, businesses that provide clear, accurate information about their packaging materials and disposal options can foster long-term loyalty.
Moreover, trust is built when brands are transparent about their efforts to improve. For example, sharing details about supply chain innovations or highlighting certifications with organisations like the FSC (Forest Stewardship Council) or BPI (Biodegradable Products Institute) helps reassure customers that a company is committed to sustainability.
As sustainability becomes a mainstream concern, packaging has become a way for brands to connect with consumers on a personal level. For younger generations, particularly Gen Z, the alignment between personal values and brand ethics is a critical factor in purchase decisions.
Interestingly, research suggests that packaging innovation is particularly well-received when it offers additional value, such as dual-purpose designs or reusability. Brands that go beyond standard recyclable materials to offer genuinely inventive solutions are more likely to resonate with ethically minded buyers.
Different demographics are driving the green packaging movement, each motivated by unique values and priorities.
Surprisingly, baby boomers have emerged as one of the most eco-conscious age groups regarding packaging. According to a study by PwC , this generation is the most likely to opt for sustainable options.
The research suggests their motivations stem from a lifetime of observing environmental changes and a desire to leave a positive legacy. With disposable income and more time to research products, they tend to seek brands that align with their values.
It’s also worth noting that baby boomers are more likely to buy in bulk, meaning they appreciate sustainable solutions that cater to larger product quantities or longer-term use. For this group, convenience and quality are just as important as environmental concerns.
Millennials, long associated with ethical consumption, continue to drive the demand for greener packaging. This McKinsey report highlights how younger consumers are more likely to pay a premium for eco-friendly goods. Millennials also have a strong influence on social media, where sustainable brands often gain traction.
This group values brands that are transparent about their packaging and materials, favouring those that prioritise recyclability or biodegradability. Millennials also expect businesses to align with larger social causes, such as reducing carbon emissions or supporting reforestation initiatives, alongside sustainable packaging.
For Gen Z, sustainability is more than a preference; it’s an expectation. As the Buying Green Report highlights, younger generations are leading the demand for eco-friendly products, with 57% of consumers under 30 actively seeking sustainable options.
Gen Z places a high emphasis on transparency and authenticity. They are vocal about environmental concerns and are quick to call out “greenwashing” or misleading claims. This group also wields influence beyond their own purchases, often shaping the decisions of their households.
What sets Gen Z apart is their tech-savviness, which gives them access to detailed product research before making a purchase. Brands looking to engage this demographic need to focus on clear digital communication and sustainable messaging that resonates across multiple platforms.
While preferences vary across age groups, certain factors consistently drive the choice of sustainable packaging.
A heightened awareness of climate change and environmental degradation has made consumers more conscious of their purchasing decisions. Packaging that reduces waste, avoids single-use plastics, or uses renewable materials is highly valued. Research by Mintel showed that 70% of UK consumers express concerns about food packaging waste ending up in our seas, landfills, and local areas.
Interestingly, the type of product plays a role in how much extra people are willing to pay. Everyday essentials like food and beverages are more likely to influence consumer spending, as buyers often perceive these as directly linked to personal health and environmental responsibility. Millennials and Gen Z are particularly willing to accept higher costs if it means aligning with their values, while baby boomers often approach this decision with a focus on quality and longevity.
Consumers are increasingly demanding clear information about packaging materials. Labels indicating compostability, recyclability, or biodegradable properties help to build trust. Conversely, misleading claims or greenwashing practices will alienate buyers.
Brands that openly communicate the benefits of their packaging stand out in a crowded marketplace, especially in the UK.
Switching to sustainable packaging can seem like a complex decision, but the rewards are lasting. By choosing eco-friendly materials, businesses can reduce their environmental impact while meeting consumer expectations for sustainability. iKrafts supports this shift with a wide range of compostable, biodegradable and recyclable packaging options. Explore our eco-friendly collection to discover more.
