- Article
Picky about the packaging – for good reason
First, they’re picky about the food. As they grow older, their attention turns to the packaging it comes in. Younger generations are selective for good reason, and surveys show that their demand for sustainable packaging is here to stay while reshaping buying habits beyond their own generation.
Sustainability is shaping buying habits
According to Trivium’s 2023 Buying Green Report, nearly eight out of ten consumers look for products in sustainable packaging. More than 70% said they had recently made a purchase based on sustainability. At the same time, 63% said they’re less likely to buy products with environmentally harmful packaging.
Younger age groups stand out. Among consumers aged 18 to 34, about 90% say they’re willing to pay more for sustainable packaging. Deloitte’s 2024 Gen Z and Millennial Survey confirms this pattern, showing that about two-thirds of these groups are willing to pay a premium for environmentally sustainable products. For many young people, making conscious choices has become part of their consumer identity.
A 2025 McKinsey survey reinforces the trend: Gen Z and Millennials are the strongest advocates for sustainable packaging. They’re more likely than older groups to let sustainability guide their purchase decisions – and they consistently rank paper, together with glass, as the most environmentally friendly options.
Small choices driving big change
The younger generation is determined, and for good reason. Their preferences reflect a broader awareness of the benefits of sustainable packaging: reduced plastic waste, lower emissions and a smaller overall environmental impact. What may seem like an everyday choice at the supermarket or online store adds up to real change over time.
When the younger consumers speak up, their influence extends beyond their own choices. A Packnode study shows that, in households with children, 57% avoid plastic packaging, compared to only 37% in households without children.
The message to brands is clear
What emerges from these surveys isn’t just a passing preference but a structural shift in expectations. For younger generations, sustainability is no longer a “nice-to-have” – it’s a baseline requirement. Packaging is one of the clearest signals of whether a brand takes sustainability seriously. It’s something every consumer sees and interacts with.
Companies that embrace sustainable packaging will be better positioned to earn the trust of today’s consumers and those of tomorrow. The younger generation is picky for good reason, and brands don’t have the luxury of being picky about whether to act.