With this report, we seek to answer three key questions. Against the backdrop of the recent turmoil associated with destocking, falling consumer spending, and geopolitical uncertainty—how have consumer and packaging purchasers’ views about sustainability shifted in 2025, what do these shifts mean for participant in the packaging value chain and how do you develop winning strategies? The first three publications in this report deep dive into consumer views around packaging sustainability globally, in the US and in Europe. The insights and analysis in these publications draw on the 2025 round of our consumer packaging survey, which—since 2020—has reached tens of thousands of consumers from 11 countries that together cover four continents and 66 percent of global GDP.1
To complement this consumer view, we have also developed an article on the often-bold commitments that packaging purchasers that are making to improve sustainability in packaging, often partly in response to public concerns and regulatory developments. This work identifies six barriers that are hindering adoption of sustainable packaging with recommendations how to overcome.
What lessons can we draw for companies in the packaging value chain? First, they can’t afford to ignore sustainability considerations. A significant portion of consumers across countries continue to rank the environmental impact of their packaging as very important, and between 40 and 80 percent of consumers across all countries are prepared to pay more for sustainable packaging. However, a key finding across the publications in this report is that many other factors that affect the packaging ecosystem—including nuances of consumer sentiment, regulatory developments, and the competitive landscape—are in a state of flux, with significant variations across geographies and sub-sectors.
For converters, this could be a ‘sink or swim’ moment. Those without a granular understanding of these shifts, as well as a proactive and thoughtful response to them, will struggle. With the right focus and innovation capabilities, however, companies can unlock significant growth and exciting new partnership opportunities that will enable them to better support their customers. With above in mind, our fifth article addresses how can packaging converters win in sustainable packaging in today’s environment where we provide a strategic framework on where to play—and how—to overcome barriers and seize opportunities.
