The Push for Sustainable Packaging Is Real—and Complex
Consumers often overlook the technology, innovation, and intricate supply chains behind the packaging of products they buy online or in stores. Packaging industry leaders, however, cannot afford complacency.
They must satisfy immediate consumer demands such as price, quality, and convenience while also addressing concerns from shareholders and employees. Additionally, they need to anticipate future trends and navigate an increasingly complicated regulatory landscape. Achieving this balance is challenging.
The Role of Sustainability
Sustainability in packaging focuses on reducing environmental harm, such as plastic waste, improving recyclability, and increasing the use of recycled materials. This aspect has become essential in today's packaging strategies.
Insights from McKinsey’s Global Survey
Earlier in 2025, McKinsey surveyed 11,000 consumers across 11 countries on four continents. The survey found that in every country, recyclability was ranked as the top priority for sustainable packaging.
"Consumers in every country surveyed ranked recyclability as the most important factor when considering sustainable packaging."
About the Author
The insights come from a core leader at McKinsey specializing in paper and packaging with deep expertise in strategy, operations, sustainability, and private equity.
Author’s summary: Sustainable packaging requires balancing consumer needs, corporate demands, and regulations, with recyclability as the leading consumer priority worldwide.
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