Research Report
The Sustainability Influence: Consumer preferences accelerate the move to more responsible
packaging
This 2025 edition of our European consumer claims research report provides brands with valuable insight
into ‘The Sustainability Influence’ and how consumer preferences are accelerating the move to more
responsible packaging.

HOW CONSUMER PREFERENCES ARE ACCELERATING THE MOVE TO MORE
RESPONSIBLE PACKAGING: 3rd EDITION
Following previous editions of this research in 2020 and 2022, this is the third edition of our findings, where we map evolving consumer perceptions and understanding of packaging sustainability claims.
In this research you will learn:
- Consumers' awareness and understanding of different packaging sustainability claims
- Which claims have the biggest influence over consumer purchase decisions
- And how brands and retailers can make their third-party-certified claims even more impactful