U.S. Consumers’ Changing Attitudes Toward Sustainable Packaging — and What It Means for the Paper Industry

Introduction

Recent McKinsey research shows that as U.S. consumer confidence remains stagnant and discretionary spending declines, attitudes toward sustainable packaging are also evolving. Rising living costs have reshaped how people prioritize value, safety, and sustainability in their purchases, prompting important questions for the packaging industry:

Do consumers still care about the environment?

What factors now shape their perception of “sustainable packaging”?

To find out, McKinsey conducted a comprehensive survey in March to examine American consumers’ attitudes toward sustainable packaging. The results highlight five key insights, two related to purchase priorities and three reflecting deeper views on sustainability.

1. Quality, Price, and Convenience Still Come First

Consumers continue to place product quality, affordability, and convenience above environmental impact. In 2025, value for money has become the leading purchase driver. For packaging specifically, food safety and shelf life now rank highest, showing that Americans are more concerned about reducing food waste and costs than broad environmental effects.

2. Aesthetic Appeal Is Rising with Online Shopping

Packaging design and appearance have gained importance as e-commerce grows. This shift aligns with the modern preference for convenience, accessibility, and visual appeal.

3. Recyclability Is the Core of “Sustainability”

Among all eco-friendly attributes, recyclability stands out as the top consideration for U.S. consumers. When asked which materials they consider most sustainable, respondents ranked glass first, followed by paper and metal—all materials with high recycling rates and well-developed recovery systems in the U.S.

This finding underscores a key opportunity for paper-based packaging: consumers inherently trust and understand its recyclability, making paper a preferred and credible choice for sustainable solutions.

4. Responsibility Lies with Brands and Manufacturers

American consumers believe that the responsibility for packaging sustainability should rest primarily with brand owners and packaging producers, not retailers or individuals. This further highlights the critical role of manufacturers in innovating eco-friendly materials and communicating sustainability value transparently.

5. Broader Awareness Still Developing

Beyond recyclability, consumers view recycled content, compostability, reusability, and material reduction as equally important, yet there remains limited understanding of bio-based materials and their benefits.

What This Means for the Paper Industry — and China Paper

As U.S. consumers increasingly associate paper packaging with environmental responsibility, China Paper sees growing opportunities to provide sustainable alternatives to plastics and other non-renewable materials.

With advanced production technology, certified raw materials, and a firm commitment to responsible sourcing, China Paper continues to develop high-quality coated boards, kraft papers, and white backs that balance functionality, recyclability, and brand appeal.

Sustainability is not just a trend—it is reshaping global purchasing behavior and packaging innovation. China Paper remains dedicated to helping international partners transition toward a greener, paper-based future.