A new global survey by McKinsey & Company reveals that younger consumers—especially Gen Z—are leading the shift in attitudes toward sustainable packaging, with notable differences across age and income groups.
Drawing on responses from over 11,000 individuals in 11 countries representing two-thirds of global GDP, the study highlights that while cost and quality remain top priorities for most consumers, a stable segment continues to value packaging sustainability.
Generational and economic divides were especially evident. In Germany, 25% of high-income Gen Z consumers reported a willingness to pay significantly more for sustainable packaging—compared to just 1% among high-income Gen X respondents.
However, environmental concerns are still secondary to other packaging features. Food safety was rated the most important attribute in 10 of 11 countries surveyed, with shelf life coming in second in nine. Environmental impact ranked sixth out of seven, trailing behind criteria such as value for money.
“Consumers are increasingly conscious of the importance of sustainable packaging, yet they balance this with practical needs such as food safety, shelf life, and value,” said David Feber, Senior Partner at McKinsey.
Daniel Nordigården, Partner at McKinsey, added, “Our research shows that while younger and higher-income consumers are willing to pay premiums, there is no one-size-fits-all solution. Brand owners and packaging producers must take a data-driven and proactive approach to meet these nuanced and evolving demands.”
The survey also showed that a significant portion of consumers place the responsibility for sustainable packaging on brand owners and packaging producers—most notably in Mexico, India, France, and the UK.
For the packaging industry, the findings present both a challenge and an opportunity to align product development with shifting consumer expectations.