Recent findings from DS Smith highlight a growing consumer demand for sustainable packaging solutions, presenting both challenges and opportunities for retailers and manufacturers. As sustainability takes priority in purchasing decisions, businesses must adapt their packaging strategies to meet evolving expectations.
A survey conducted by DS Smith, titled Unboxing Consumer Preferences on Sustainable Packaging, gathered insights from 1,048 U.S. adults, revealing that sustainability is now the most critical factor in shipping package design. The report comes at a significant time, as DS Smith transitions under new ownership following its 2025 acquisition by International Paper. Meanwhile, industry-wide pressure to innovate continues to mount.
Consumers are increasingly scrutinizing packaging efficiency, with nearly half (46%) expressing frustration over excessive empty space in shipping boxes. Among these respondents, three-quarters perceive inefficient packaging as a signal that brands are not prioritizing sustainability. This feedback reinforces the need for manufacturers to optimize packaging design to minimize waste.
Material selection is also shaping purchasing behavior. The survey found that 50% of consumers consider Styrofoam a last-resort option, while 20% would actively avoid purchasing from brands that continue to use it. As regulatory scrutiny and environmental awareness grow, businesses must reassess their material choices to align with shifting consumer expectations.
At the retail level, waste reduction efforts have gained visibility, with 33% of consumers acknowledging improvements such as paperless receipts and the elimination of plastic bags. The availability of sustainable alternatives suggests that brands have viable options to meet these expectations while maintaining operational efficiency.
Beyond sustainability, advanced packaging technologies are gaining traction. The survey found that 75% of respondents are interested in intelligent packaging solutions equipped with sensors to monitor product conditions such as temperature and freshness. Additionally, 28% of consumers indicated they would pay up to $5 more for packaging with these smart features, underscoring a premium opportunity for brands.
Connected packaging—particularly QR code-enabled solutions—also shows potential for enhanced customer engagement. Consumers expressed interest in scanning QR codes for personalized discounts, exclusive content, and sustainability insights from manufacturers. These digital integrations create multiple engagement points, extending the brand-consumer relationship beyond the initial transaction.
DS Smith's Circular Design Principles provide a structured approach for companies aiming to transition toward sustainable packaging. By focusing on fully recyclable or reusable packaging solutions, the company helps brands reduce their reliance on difficult-to-recycle plastics while optimizing supply chains to minimize waste. These principles not only support environmental goals but also enhance efficiency, reducing pressure on resources and improving long-term sustainability.
The findings suggest that manufacturers and retailers adopting sustainable, smart packaging solutions are not merely responding to consumer preferences—they are positioning themselves for a competitive edge in an increasingly eco-conscious market.
