Consumers in 2025 Choose Sustainability. Here’s How Brands Win with Compostable, Bio-based Packaging
The Headline Shift
Consumers in 2025 are making purchasing decisions that reflect their environmental values.
According to Euromonitor International’s Voice of the Consumer: Sustainability 2025 Key Insights, 61% of global consumers say they try to have a positive impact on the environment, and more than half believe brands should take the lead in driving change.
Sustainability has evolved from a marketing message into a decisive purchase factor. When packaging visibly supports environmental goals—through renewable, compostable, or bio-based materials—consumers notice, trust, and choose those brands.
For businesses, the takeaway is clear: Sustainability is now the baseline for brand relevance and growth.
1. Consumers Are Buying from Sustainable Brands
According to Capgemini’s Consumer Sustainability Survey 2025, sustainability is shaping the way people shop. The study reveals that 64% of consumers have purchased products from organizations they perceive as sustainable, and 67% say they would switch retailers if those standards weren’t met. Even more, 38% are willing to pay up to 5% more for products that align with their environmental values. This growing readiness to act—and spend—on sustainability reflects a major cultural shift. Consumers are not only rewarding brands that take responsibility; they’re actively seeking them out.
2. They Are Rejecting Unsustainable Packaging at Shelf
A 2025 survey by consulting firm Aura shows 37% of North American and 42% of European consumers refused to buy a product due to unsustainable packaging, signalling that packaging sustainability is now a purchase barrier if ignored.
3. Accessible Sustainability Wins Consumer Trust
A new survey conclude that sustainability is becoming a mainstream expectation across global markets. The research highlights that while consumers want to make environmentally responsible choices, brands that combine credible environmental performance with accessible pricing are best positioned to win consumer trust. For packaging, that means delivering visible sustainability gains—such as compostable, bio-based materials—without compromising on cost or quality.
4. In The U.S., Sustainable Purchasing is Rising Now
GlobeScan’s May 2025 snapshot finds 49% of Americans bought an environmentally friendly product in the last month, up six points from 2024, and 36% wanted to buy sustainable but couldn’t, highlighting unmet demand.
What this means for brands in 2025
Sustainability converts. Shoppers reward brands that make sustainability visible and credible at the pack level.
Unsustainable packaging loses the sale. If the pack reads as wasteful or harmful, a material share of consumers will walk.
Proof builds loyalty. As consumers grow skeptical of green claims, they seek clear evidence of environmental impact—certified materials, transparent partnerships, and traceable outcomes turn interest into trust.