RRD’s latest research highlights four key themes at the intersection of product packaging, consumer expectations, and sustainability.

This report presents findings from a quantitative consumer survey examining consumer attitudes, functional expectations, price sensitivity, and demographic nuances regarding product packaging and eco-friendly packaging transitions.

A woman holding a small rectangluar object

Here are four key takeaways:

  1. Functionality and protection are non-negotiable package design factors
  2. Brands face a strict price ceiling and high-switching vulnerability
  1. Eco efforts divide Gen Z between active engagement and deep cynicism
  2. Cutting physical waste drives emotional satisfaction for consumers

Report Vitals

chat icon

WHAT WE DID
RRD’s research team (Iridio℠ by RRD) surveyed 400 U.S.-based consumers on packaging preferences related to functionality and eco-friendly transitions. Our sample size includes female (52%) and male (48%) respondents from the Gen Z, Millennial, Gen X, Baby Boomer, and Silent generations.

seetings icon

WHY WE DID IT
To provide packaging decision-makers timely information on consumer demand, guide R&D, and gauge price tolerance for functional, eco-friendly packaging.

calendar icon

WHEN WE DID IT

August 2026

what we learned icon

WHAT WE LEARNED
While sustainability is an increasingly prominent factor in brand perception, consumer decision-making is overwhelmingly influenced by functional integrity and price stability. Brands attempting to transition toward sustainable packaging must navigate strict boundaries — environmental benefits cannot come at the cost of product protection, shelf life, or consumer wallets.

1. Functionality and protection are non-negotiable package design factors

Eco-friendly packaging is evaluated as an additive feature rather than a replacement for functional utility. Consumers prioritize foundational packaging performance — shelf life retention (76%), product protection (73%), ease of opening (55%), and reclosability (39%) — far above planet-friendly attributes (20%).

Hands holding two packaged products.

Eco-seeking behavior and brand choice impact

Frequency of seeking eco-packaging: Only 8% of consumers seek eco-friendly packaging "all or nearly all the time," while 19% seek it "frequently" — yielding a core active eco-seeker pool of 27%. The plurality (40%) seeks it "sometimes," while 33% seek it "rarely" (18%) or "never" (15%).

We asked consumers: How often do you seek out and choose products specifically because they feature environmentally friendly packaging?

We asked: How much does the packaging influence your decision when thinking about buying a new everyday item?

Primary packaging feature priorities

When asked to select top packaging features overall, consumers overwhelmingly favored basic utility and convenience over sustainability credentials.

We asked: What matters most to you when it comes to a product's packaging?

Non-negotiables when brands switch to eco-packaging

Consumers set demanding baseline standards when brands replace traditional packaging with sustainable alternatives.

We asked: If a favorite brand switches to plastic-free packaging, how important would each of these be to you? Score the importance of the following from 1-5 (5 = highest importance).

Recommended brand actions and packaging design changes

When asked what specific steps companies should take to make packaging more sustainable, respondents indicated a strong preference in their top three responses for complete recyclability and excess material elimination.

We asked: If your favorite brand switches to more sustainable packaging, what would you MOST like to see them do?

59% make 100% of the package recyclable

53% remove extra boxes, inserts, plastic wrap, and empty space

52% make packages reusable/refillable

47% eliminate plastic in favor of alternative materials (e.g., paper)

45% use 100% recycled materials

43% keep same look and functionality

Active eco-seekers vs. general population

Consumers who report seeking eco-friendly packaging "always" or "frequently" (27% of total respondents) exhibit distinct purchasing behaviors compared to the broader market:

  • Brand perception: 86% believe brands adopting sustainable packaging genuinely care about the environment (vs. 69% total sample).
  • Price elasticity: 48% are willing to pay a premium on a $10 product (31% pay up to $11; 12% pay up to $12; 5% pay >$12).
  • Recycling emphasis: 70% state that making recycling easier is a mandatory requirement when brands transition packaging (vs. 47% total sample).
  • Emotional driver: 66% experience personal guilt when a package cannot be recycled (vs. 46% total sample), and 93% gain explicit satisfaction from successful recycling.
86%

Brand
perception

48%

Price
elasticity

70%

Recycling
emphasis

c
66%

Emotional
driver

Expert take

headshot of Paul Haase

“First and foremost, your packaging should protect your product. If a sustainable material swap — whether that's paperboard, molded fiber, or bio-resins — can't match your legacy packaging on moisture barriers, seal integrity, shelf life, and structural strength, it's a non-starter. The moment your product fails in transit or on the shelf, any eco-friendly brand equity you built instantly evaporates.”

– Paul Haase,
Vice President, Environmental, Health, and Safety, RRD

2. Brands face a strict price ceiling and high-switching vulnerability

Price tolerance for eco-friendly packaging is constrained. Most consumers (58%) expect price neutrality when eco-friendly packaging is introduced, and 15% expect to pay less. If brands pass transition costs onto consumers via price increases, 40% will switch to a competitor and 33% will reduce purchase frequency.

Eco-friendly packaging and an image of recyclable food and beverage packaging.

Price acceptance and reaction to cost increases

Testing price elasticity on a standard $10 baseline product packaged in eco-friendly
materials reveals low willingness to absorb cost increases.

We asked consumers: If an everyday $10 item you buy changes to 100% plastic-free packaging, with no change in product or packaging quality, what is the most you'd pay for the item?

We asked: If a brand raises prices more than you want to pay due to eco-packaging, what are you most likely to do?

Expert take

headshot of Joe Schewe

“Passing the cost of sustainable packaging onto your customers is a risk. According to our research, nearly three-quarters of consumers say they'll swap brands or buy less the moment prices go up. Engineers and procurement teams need to focus on cost-neutral material innovations and offset initial tooling expenses through supply chain efficiencies rather than hiking retail prices.”

– Joe Schewe,
Director, Packaging Structural Design & Engineering, RRD

3.Eco efforts divide Gen Z between active engagement and deep cynicism

Gen Z (ages 20–29) represents the most eco-conscious yet skeptical segment. While 63% actively seek eco-friendly packaging and 71% favor reusable/refillable designs, 58% view corporate eco-claims as marketing tactics, and 79% report confusion over package recycling instructions.

An image of plastic bottles, containers, and other recyclable waste.

Generational dynamics

Our demographic analysis highlights stark operational and attitudinal differences between younger consumers (Gen Z and Millennials) and older cohorts (Baby Boomers and the Silent Generation).

Editor’s note: Across most survey questions, Gen X functions as a "bridge segment" — sitting directly between the high-engagement/skeptical polarities of Gen Z/Millennials and the utility/cost-focused polarities of Boomers — without presenting the single-segment outliers that defined the outer cohorts.

Gen Z v. Boomers

Gen Z (Ages 20-29)

63% High eco engagement

38% High price tolerance

Willing to pay extra for more sustainable packaging

58% High skepticism

Believe sustainable packaging is a marketing tactic

Baby Boomers (Ages 62–80)

14% Low eco engagement

67% Zero price tolerance

Expect price to remain same despite transition

32% Low skepticism

Believe sustainable packaging is a marketing tactic

Gen Z v. Millennials

The largest gaps in our survey occur between Gen Z (ages 20–29) and Millennials (ages 30–45), driven by Gen Z’s unique combination of high skepticism, confusion around recycling rules, and a willingness to spend more.

Recycling confusion

79% of Gen Z report confusion over whether to recycle the whole package or take it apart, compared to just 42% of Millennials.

Brand cynicism and willingness to pay extra

Eco-claims “signal nothing to me”

RRD | 2026 Sustainable Packaging Report

Brands are “just following a trend”

RRD | 2026 Sustainable Packaging Report

Willing to pay extra if eco-packaging increases prices

RRD | 2026 Sustainable Packaging Report

Demand eco-packaging maintains same product protection

Prefer 100% recycled material

Gen Z: Preference for reusability

71% of Gen Z respondents prioritize reusable/refillable packaging solutions (highest across all age groups).

Millennials: Functionality focus

Generation X (Ages 46-61):

Utility-first mindset

Gen X views physical product protection and shelf-life retention as absolute prerequisites for sustainable packaging transitions.

79% Shelf-life retention

75% Product protection

Space and recycling friction

While less influenced by brand eco-claims on purchase choice than younger cohorts, Gen X experiences high home-disposal friction.

68% Frustrated by bulky clamshells

67% Favor complete recyclability

Baby Boomers vs. Silent Generation (Ages 62+)

Strict cost neutrality

Demand exact price neutrality ($10 base) on products transitioning to more sustainable packaging.

85%

Silent Gen (81+)

67%

Boomers (62–80)

Pragmatic utility

Waste reduction focus

69% of the Silent Generation want brands to eliminate extra boxes, inserts, and empty space.

Expert take

headshot of Paul Haase

“Our research shows clear differences in generational packaging preferences. With Gen Z, for example, brands should stop relying on basic material swaps and start designing for real reusability — think refillable systems, modular components, and multi-use formats. This generation rewards authenticity. They also come with a built-in detector for greenwashing, so vague sustainability claims won't work. Back up your packaging with clear, tangible impact metrics.”

– Lisa Pruett,
President, Integrated Packaging, RRD

4.Cutting physical waste drives emotional satisfaction for consumers

Space efficiency in home disposal yields strong emotional alignment. Flattening/crushing packaging to reduce volume (76%) and successfully recycling (74%) generate the highest satisfaction scores, whereas rigid plastic clamshells provoke widespread frustration (59%).

reducing packaging waste and an image of a person placing flattened packaging into a recycling bin.

Disposal experience and emotional perceptions

We asked: Think about the last time you finished a product and had to dispose of the packaging. How much do you agree with each of the following statements?

Demographic and behavioral highlights

While both male and female respondents prioritize basic functionality, women show significantly higher sensitivity to over-packaging and home disposal friction. Male respondents, however, place a higher premium on physical damage prevention and format familiarity.

Differences by gender

Remove extra packaging and space

Takeaway: Females demonstrate higher sensitivity to over-packaging and landfill volume.

Easy to reclose

Takeaway: Females place higher priority on post-opening container management.

Easy to open

Takeaway: Universal demand, slightly higher among female shoppers.

Protects product inside

Takeaway: Males prioritize damage prevention during transport and handling.

Keep same look and functionality

Takeaway: Males show greater resistance to visual and operational changes.

Expert take

headshot of Jay Parks

“To win over consumers, engineer your packaging for ease of curbside recycling. Most buyers express frustration with rigid clamshells and mixed packaging materials. When a large number of consumers (40% according to our research) struggle to know how to best separate packaging for recycling, intuitiveness becomes essential for sustainable adoption.”

– Jay Parks,
Senior Vice President of Operations, Packaging and Labels, RRD

Get Connected.

It takes an expert to create packaging that protects, invites, and connects — and meets sustainability goals. Connect with one today.

Contact Us