Packaging progress: Study reveals how consumers perceive sustainability claims for packaging

More than 3,000 consumers from France, Germany, Italy, Poland, Sweden and the UK participated in our online survey in November 2022. The research followed the same methodology as our study from 2020, which enables comparisons of how consumers’ attitudes and behaviors are changing. The study focused on climate change and carbon footprints, recycling and recyclability, and the role of third-party claims. Amcor experts then analyzed the responses to uncover opportunities for brands to align with consumer demands – and gain a competitive advantage through their sustainability efforts.

Climate concern, recycling reassurance

“The biggest surprise for me was that consumer worries about climate change saw a big increase from 2020 to 2023,” says Oyinda Asani, Market Insights Analyst at Amcor Flexibles. “52 percent of respondents identified this as their biggest environmental concern compared to 45 percent in the previous study. People are seeing setbacks to Paris Agreement targets and witnessing extreme weather events. They have a strong feeling that something is clearly wrong.”

While all countries showed this rising concern for climate change, they also showed decreased concern about plastic pollution. “This suggests consumers can see the recent progress in this area,” says Asani. “People trust that positive action is happening. They see recycled content claims and recycling labels on products in the supermarket, and it generates an increased sense of confidence.”

Consumer confusion

In addition, the study reveals gaps in how consumers understand and connect sustainability topics. Awareness of the link between carbon footprint and climate change remains low, with only 12 percent of respondents’ purchase decisions influenced by claims of a lower carbon footprint or CO2-reduced packaging. The research also shows that nearly 80 percent of consumers don’t understand what most sustainability logos mean.

“It’s important to keep pushing for clearer claims on packaging,” Asani says. “Written claims alongside logos on packaging can support this. Brands have an opportunity to engage consumers by providing information to help them understand the impact of their choices and take action for sustainability.”

Rising regard for recyclability

The study reveals that recyclability is now a must-have for packaging in the eyes of consumers. “More consumers than ever are looking to take action and recycle their packaging, so brands need to prioritize recyclability in their packaging strategies,” says Gerald Rebitzer, Director Sustainability at Amcor Flexibles. “The draft proposal of the Packaging and Packaging Waste Regulation (PPWR) in the European Union (EU) will make recyclable designs mandatory. That means companies need to start work on this topic now – because it takes time to develop and approve new designs.”

Positive potential for packaging

Planning for the next edition of this survey has already started. Our experts are optimistic about how consumer attitudes will develop. “I hope we get good regulations in the EU that can be implemented quickly and serve as a blueprint for legislation worldwide,” says Rebitzer. “That will drive transformation in this industry. But legislators, brands and consumers all have big roles to play in supporting more sustainable packaging. By avoiding jargon and engaging consumers in a credible way, there are big opportunities for positive progress.”