Do Consumers Care About Sustainable Packaging? The Data Says Yes

If your business is considering making a switch to more eco-friendly packing materials, you might be wondering if it’s worth it. Do your customers care about sustainable packaging?

The answer is yes, and there’s data to back that answer up. In this blog, we give you the objective information you need to make a confident, evidence-based decision about adopting sustainable packaging, including:

• What sustainable packaging really means (without the jargon)
• How switching to eco-friendly packaging directly improves brand trust and customer loyalty
• Why choosing the right packaging can also reduce damage and returns, improving profitability

By the end, you’ll see that sustainable packaging isn’t just good for the planet, it’s also good for business.

What Makes Packaging Sustainable? 

Before we dive into the data on consumer opinions about sustainable packaging, it’s important to understand what exactly makes packing material sustainable. Sustainable packaging must meet these requirements: 

• It is compostable and/or curbside recyclable. Sustainable packaging should be easy to dispose of responsibly. That means it can be placed in standard municipal recycling or composting streams, no specialty drop-offs or industrial processing required.
• It’s made from renewable, recycled, and/or responsibly sourced materials. Sustainable packaging reduces environmental impact throughout its lifecycle. This includes using materials like recycled paper or renewable fibers that do not depend on fossil fuels or create excessive pollution during manufacturing.
• It is non-toxic and safe for both consumers and workers. Packaging should not release microplastics or chemicals that pose health risks during handling, shipping, or disposal.

Microplastics have been a growing health threat to the entire planet for the last several decades, as our reliance on non-sustainable packaging has increased. When plastic breaks down, it leaches undesirable chemicals into the earth and our waterways over hundreds of years. And tiny bits of plastic can remain. These microplastics and nanoplastics are associated with health problems for both animals and humans.

All of HexcelPack’s products are sustainable. Our HexaFil™ void fill, HexcelWrap® product wrap, and Hexcel'Ope™ protective mailers are manufactured from kraft paper, and our new HexcelCrate™ crating system is made from recycled materials.

HexcelPack materials can also be reused, which is a benefit that takes sustainable packaging to another level. Minimalist packaging is a way to make your packing process more earth-friendly. When you use HexcelPack products, you can often get rid of that wasteful (and more costly) box-in-a-box-in-a-box system of packing. 

How Sustainable Packaging Boosts Your Brand

Every business benefits from a strong brand reputation, whether you’re a fast-growing startup or an established company looking to stay competitive. Sustainable packaging plays a key role in shaping how customers perceive your brand. Over the past several years, especially with the surge in ecommerce, research has consistently shown that consumers prefer to support companies that prioritize environmentally responsible practices.

Customers are increasingly looking for brands that use:

• Refillable or reusable products that reduce waste
• Minimalist, low-waste packaging that avoids unnecessary materials
• Shipping practices that reduce carbon emissions
• Sustainable packaging, like curbside-recyclable or compostable materials

The Consumer Data Is Clear

• 92% of shoppers in a 2023 report said that sustainability was important when choosing which brands to support.
• 80%+ of consumers stated they are willing to pay more for products packaged sustainably—an increase compared to previous years.
• Among Gen Z, that number rises to 90%, signaling the direction of future market expectations.

Meanwhile, major consumer goods companies are responding. Twenty leading FMCG brands have pledged to use 100% recycled packaging by 2030. While recycled content is a step forward (and still better than plastics and foams), recyclability remains the top priority among consumers.

In fact, by 2025, survey data showed recyclability was the number-one sustainability factor influencing purchase decisions. This aligns with new packaging regulations across Oregon, other U.S. states, and the European Union, all of which are moving toward requiring packaging to be more recyclable, reusable, or compostable.

If you’re seeking to grow your customer base, responding to demands for sustainability is a great way to pick up new shoppers. And yes, you should absolutely tell your customers you’re doing it. Feature it on your product pages, include it in your packaging inserts, and make it a part of your brand story. The data shows customers want this, and they are choosing brands that deliver it.

Fewer Returns Mean Improved Customer Satisfaction and Greater Profitability

Using sustainable packaging goes hand in hand with less waste, which can save your business a significant amount of money if you do a higher volume of packing and shipping. Pick the right sustainable packing, such as HexcelPack, and you can do away with excess packing material with the knowledge that your items are still sufficiently cushioned and safeguarded from damage.

That’s because HexcelPack uses an innovative slit-paper design in its void fill, product wrap, and protective mailers. This turns two-dimensional paper into three-dimensional protection. And unlike other kinds of packing material, such as plastic bubble or peanuts, it doesn’t compact over time. So you get stellar cushioning from the time the items leave your care until they reach their destination.

Better cushioning, in turn, results in fewer returns for wear and breakage. Returns and exchanges can seriously cut into your profits. These costs may include: 

• Replacement product to meet customer expectations
• Labor to receive, inspect, and repack items
• Shipping fees for both the return and replacement
• Packaging supplies for reshipping
• Reputation impact from negative reviews and loss of trust

And reputation matters. 67% of online shoppers review return policies and look specifically for mentions of damage before making a purchase.

If your return rate is higher than you would like (about 30% is the e-commerce average), it’s worth crunching the numbers to develop a plan to lower it. Start with highly efficient sustainable packaging like HexcelPack, and you’ll be pleased with the new rate in just a few months.

See Sustainable Packaging Through the Eyes of Your Customers

Consumer demand for eco-friendly packaging continues to grow, and businesses that respond to that shift now gain a meaningful advantage. You can be at the forefront of the movement, ahead of your competitors, by switching to HexcelPack sustainable packaging today.

But don’t just take our word for it. You can experience it yourself. Simply send us your items, and we’ll repack them with our products and ship them back to you. So you can see why customers are making the change to sustainable packaging and why you should too.