Consumers Demand Sustainability As Long As It’s Convenient
Despite growing awareness, U.S. consumers still prioritize price, quality, and convenience over environmental impact when purchasing packaged products, according to McKinsey & Co.’s latest 2025 survey. While sustainability concerns have increased with 33% of consumers now considering environmental impact versus 27% in 2023 it remains far behind top purchase drivers. Food safety, shelf life, and ease of use continue to dominate packaging preferences, with recyclability emerging as the leading sustainability factor, valued by 77% of respondents. Compostability, recycled content, and reusability also matter but trail behind.
Interestingly, consumers see glass and fiber as the most sustainable materials, while plastics, despite technical recyclability, are perceived as less eco-friendly. Notably, most consumers believe that the responsibility for sustainable packaging lies with brands and packaging producers not themselves. This suggests that while green values are rising, the demand for sustainability must be met without compromising affordability and convenience.
Source: Packaging Dive
