The data points: Sustainable packaging can serve as a differentiator, as 77% of consumers say they trust brands more when packaging appears eco-friendly, per a survey of 1,000 US consumers by Uprinting. It can also support price premiums, as about one-third (32%) are willing to pay 6% to 10% more for sustainably packaged products.

Younger shoppers are especially discerning: 53% of Gen Z consumers say they have stopped buying from brands because of excessive plastic packaging, and 21% report always checking for sustainability labels when evaluating a product.

Why it matters: Packaging is often the first—and sometimes only—physical touchpoint a consumer has with a brand, which is why it is an important factor in shaping perceptions. And the halo effect goes beyond environmental responsibility: Nearly half (49%) of parents associate eco-friendly packaging with higher product quality.

Implications for brands: Sustainable packaging is emerging as a powerful growth lever, with 61% of digital shoppers considering environmental impact at least some of the time when shopping online, per Locus. It can build trust, influence purchase decisions at the shelf, and even justify modest price premiums. For brands targeting Gen Z and young families, it may increasingly be expected rather than differentiating.

The strategic opportunity lies in making sustainability both visible and credible. Clear labeling, reduced plastic use, and thoughtful material choices can elevate a brand’s positioning in crowded categories. While these changes may carry higher costs, the investment can pay off if it deepens loyalty, enhances perceived quality, and strengthens pricing power.