Are US Consumers Still Choosing Sustainable Packaging?
In the wake of the COVID-19 pandemic, US consumers have navigated a period of ongoing instability.
High inflation, volatile energy markets and global geopolitical tension have deeply affected consumer confidence, forcing many to prioritise essentials more than ideals.
McKinsey’s March 2025 survey of 1,000 US consumers provides fresh insights into how views on sustainable packaging have shifted.
Consumer practicality priority
McKinsey’s findings are significant. While quality, price and convenience remain dominant factors influencing purchasing decisions, sustainability has retained a significant, though not leading, position.
McKinsey’s research shows that although environmental concerns now rank behind more immediate needs, many consumers still value recyclability and material reuse when evaluating packaging.
The first two surveys carried out by McKinsey show that findings reflect a shift in the hierarchy of consumer values.
Price, quality and convenience are still paramount in 2025 and their importance has increased in light of economic pressures.
“Consumers expect businesses to do the heavy lifting of finding, developing and scaling affordable solutions that align with both consumer priorities and profit margin goals,” writes Jon Hancock, CEO of Sedex, on LinkedIn.
Environmental impact, while stable, is clearly secondary, with just a third of respondents rating it as a "very important" purchasing consideration.
When looking specifically at packaging, consumer concerns are even more pragmatic.
Food safety and shelf life top the list, suggesting that reducing waste and managing costs are front of mind.
Features like label clarity and durability follow, while appearance has fallen in importance, likely a result of the shift toward online shopping, where packaging is less visible prior to purchase.
Recyclability takes the lead
Despite sustainability not being top-of-mind, US consumers still hold strong opinions on what sustainable packaging should look like.
Recyclability emerged as the most important sustainability feature, cited by 77% of respondents, followed by packaging made from recycled content, reusability and compostability.
Interestingly, while bio-based materials and carbon impact are considered less critical overall, they matter greatly to specific segments, such as high-income women in the US Northeast.
This indicates a growing need for targeted packaging strategies that reflect regional and demographic differences in consumer expectations.
Sustainable preferences
When it comes to which packaging materials are seen as sustainable, consumers favour glass, paper and metal – materials widely associated with recyclability.
By contrast, various forms of plastic, including technically recyclable PET, are ranked lowest.
This reflects both a perceived and practical gap in US recycling infrastructure, where only 33% of PET bottles are collected, compared to more than 90% in countries like Germany and Sweden.
This mismatch between technical recyclability and real-world systems highlights the need for packaging strategies aligned not just with environmental intent but also with actual local recycling capabilities.
Looking to brands and producers
Perhaps most tellingly, 68% of respondents believe that brand owners and packaging producers, not consumers or retailers, should bear the responsibility for sustainable packaging.
Despite this, fewer than 10% could name a packaging company, underscoring a disconnect between perceived responsibility and brand recognition.
This finding suggests consumers want sustainable options built into the products they buy, without requiring extra research, effort or cost on their part.
Designing for a changed consumer
For companies in the packaging value chain, these insights present a clear call to action.
Sustainability is no longer a standalone selling point, it must be embedded alongside functionality, affordability and convenience.
Four strategic priorities stand out:
- Segmented Consumer Insights: Brands must better understand how different customer groups prioritise sustainability and other features.
- Cross-Value-Chain Collaboration: Packaging choices should be considered from the outset, not as a late-stage add-on, and must involve raw material suppliers, brands and recyclers.
- Holistic Packaging Design: Packaging must balance environmental impact with durability, safety and cost efficiency to meet full-spectrum consumer needs.
- Consumer Education and Marketing: Companies must clearly communicate the value and sustainability of their packaging choices, using education as both a differentiator and a trust-building tool.
A balancing act
Sustainability may no longer be the loudest voice in the room, but it hasn’t been silenced. Consumers continue to care—just not at the expense of price, quality or convenience.
For packaging companies and brands, the challenge now is to design for complexity: packaging that performs across functions, appeals across segments and delivers environmental credibility in a crowded, cost-conscious marketplace.
Sustainable packaging in 2025 is no longer about standing out, it’s about fitting in while still making an impact.
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand
