A lot of our clients have been rethinking their product packaging through the lens of sustainability, and it’s not hard to understand why. Climate change, plastic pollution, and resource depletion have made sustainability a critical issue, with the World Health Organization calling the escalating crisis "the single biggest health threat facing humanity."

Brands are rethinking their sustainability strategies and packaging to align with evolving consumer expectations, government regulations, and corporate values. But just how much does sustainability influence consumer decisions? And in what ways?

That’s exactly what we set out to discover in this month’s study.

About the Study

We conducted a research study using Remesh Recruit + Flex, surveying 125 U.S. consumers in February 2025. This study offers valuable insights into how consumers perceive sustainability, their expectations from brands, and the factors that shape their purchasing decisions.

Let’s explore the key findings—and what they mean for brands.

How Important Is Sustainability to Today’s Consumer?

Consumers are becoming increasingly aware of sustainability issues and their own impact on the environment. Many are making personal efforts to live more sustainably, particularly by:

• Avoiding single-use items and opting for reusable alternatives
• Choosing products with minimal or eco-friendly packaging
• Supporting brands with strong sustainability commitments

However, while consumers express a desire to make more sustainable choices, their ability to do so is often hindered by practical barriers.

The Top Barriers to Sustainable Choices

While many consumers want to support sustainable brands, cost, convenience, and accessibility remain major obstacles:

• Cost: Many consumers find sustainable products too expensive to choose consistently.
• Accessibility: Sustainable options aren’t always easily available where consumers shop.
• Convenience: Some consumers struggle to find eco-friendly alternatives that fit their needs.

These challenges highlight an important insight: while sustainability matters, it must be accessible and practical for consumers to act on it.

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Who’s Responsible? Consumers vs. Companies

When it comes to sustainability, who should take the lead—individuals or businesses?

Our study found that about half of consumers believe the responsibility is shared between individuals and companies. However, political affiliation played a role in shaping opinions:

🔹 Republicans are more likely to say it’s mostly their responsibility (33%) compared to Democrats (10%).
🔹 Democrats are more likely to say companies should take the lead (40%) compared to Republicans (19%).

Regardless of where consumers stand on responsibility, the message to brands is clear: Consumers expect companies to step up and integrate sustainability into their business models.

Consumers Favor Brands That Embrace Sustainability

Consumers appreciate brands that actively support sustainability through:

• Using recycled materials
• Reducing excess packaging
• Offering durable, long-lasting products

Some brands stood out in the research for their strong commitment to sustainability. These comments came about completely unaided; our discussion guide did not provide a list or anything to react to that might have swayed the comments in this direction. 

• Thrift stores like Goodwill and The Salvation Army were praised for promoting secondhand shopping and reducing over-consumerism.
• Patagonia was frequently mentioned for its use of recycled materials and repair services, which extend product life cycles and reduce waste.
• Brands with carbon-neutral goals or refillable product designs also earned consumer approval.

For businesses, these findings reinforce the importance of transparency and action in sustainability efforts. Consumers recognize and support brands that walk the talk.

Where Consumers Do Their Sustainability Research

While many companies make sustainable choices harder, consumers are doing more research—especially when shopping online. Online shoppers tend to research sustainability credentials before purchasing. In-person shoppers prioritize convenience and may opt for secondhand goods instead.

Across both shopping experiences, consumers consistently ranked "choosing products with recyclable or compostable packaging" as a top priority.

Sustainable Packaging: What Consumers Will—and Won’t—Accept

Consumers are open to minor trade-offs in packaging quality if it means a more sustainable option.

Over half of participants said they would accept slight reductions in packaging quality for a more eco-friendly alternative.

However, the most important function of packaging remains product protection. Consumers will not accept packaging that fails to prevent damage.

What’s Acceptable?
✅ Packaging multiple items per container
✅ Reducing excess packaging while maintaining quality
✅ Simplifying design to cut waste
✅ Slower shipping for more sustainable packaging options
✅ Reusable packaging options

What’s Unacceptable?
❌ Packaging that doesn’t protect the product
❌ Poor quality materials that compromise durability

For brands, this means that while sustainability is valued, packaging must still meet functional needs.

Are Your Sustainability Efforts Meeting Expectations?

Today’s consumers care about sustainability and want to support brands that align with their values—especially when it comes to packaging. But are your sustainability efforts resonating with your customers?

Download the Report

Want to dive deeper into what consumers really think about sustainability? Download the insights report to explore the insights, trends, and key takeaways that can shape your brand’s sustainability strategy.

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