DS Smith Study Reveals Majority of U.S. Consumers Want Sustainable, Intelligent Packaging

Retailers are under the microscope for space, material and technology of packaging

We found through our Unboxing Consumer Preferences on Sustainable Packaging survey that sustainability is the most important attribute of a shipping package. The survey of 1,048 adults in the United States also indicated that consumers want retail brands to clearly communicate their sustainability success and are paying attention to how retailers are cutting out waste in stores and in e-commerce.  

“It is clear from the Unboxing Consumer Preferences survey that U.S. consumers are not only concerned about the sustainability of their packages, but they are also willing to do their part and pay more for a better solution,” said Cheryl Holliday, Director, Marketing for DS Smith North America. “We are encouraged by the importance retailers and consumers are putting on sustainable packaging and believe the solutions exist to help manufacturers and retailers meet these expectations.” 

As more big brands and retailers look to cut their carbon footprints and improve the buying experience, we are taking a fresh look at packaging. From space utilization to material choice and how technology can elevate the delivery experience, consumers are indicating what is important to them. 

Key factors include:

  • Packaging Space - 46% of consumers say empty space in a box bothers them and 75% of those same respondents said empty space indicates the brand doesn’t prioritize sustainability. 
  • In-store Waste Reduction – 33% of consumers have noticed better options to reduce waste at check-out included options for paperless receipts and removal of plastic bags
  • Stuffing Material - 50% of consumers see Styrofoam as a last resort for stuffing material and 1 in 5 won’t buy from a company that uses the material.
  • Intelligent Packaging – 75% of consumers are interested in intelligent packaging - those built with sensors to ensure the product remains in optimal condition or temperature - with 28% willing to pay up to $5 more for an intelligent package.

In addition to more sustainable and intelligent packaging, consumers have indicated they are also interested in connected packaging – a package that includes a QR code printed inside to scan for exclusive content. Top preferences for QR content include personalized discounts, access to exclusive experiences and sustainability metrics from the manufacturer. 

Our Circular Design Principles help customers embrace circularity, helping us achieve our wider sustainability goals. By designing 100% recyclable or reusable packaging and helping its customers design out hard to recycle plastics, we are keeping materials in use for longer. We ensure that no more material than necessary is used, optimizing packaging for individual supply chains which reduces pressure on natural resources and reduces waste to landfill.