For many organizations, the challenge is not deciding whether sustainability matters. It’s determining how to pursue it in a way that delivers measurable value for both the business and its stakeholders.

Research from both McKinsey and L.E.K. Consulting shows that while consumers care deeply about sustainability, factors such as price, quality, convenience, and food safety continue to dominate purchasing decisions.

While more than 90% of global consumers say sustainability is important to them, most remain unwilling to pay more than a 10% price increase compared to conventionally packaged alternatives. In other words, sustainability matters — but it is not the whole story.

Interestingly, the sustainability journey does not end with implementing more eco-friendly actions into your business. It requires communicating these efforts effectively to ensure the message resonates, and to address growing consumer skepticism around exaggerated or misleading claims.

For packaging companies, transparency has become increasingly important. This includes clearly communicating achievements, sharing measurable progress, and acknowledging limitations where they exist. For instance, stating that packaging contains 50% recycled material is far more honest than implying it is fully sustainable.

Navigating Sustainability in the Food and Beverage Industry | Packaging Strategies