DS Smith Study Finds Most U.S. Consumers Prefer Sustainable, Smart Packaging
A recent study conducted by DS Smith, a leading fiber-based packaging manufacturer, highlights the growing consumer demand for sustainable and intelligent packaging. The Unboxing Consumer Preferences on Sustainable Packaging survey, which gathered insights from 1,048 U.S. adults, revealed that sustainability is the most crucial attribute of shipping packages for modern consumers. This aligns with an increasing trend where shoppers are not only looking for eco-friendly solutions but also expecting brands to communicate their sustainability efforts transparently.
DS Smith, which was acquired by International Paper in 2025, has been at the forefront of sustainable packaging innovation. According to Cheryl Holliday, Director of Marketing for DS Smith North America, the survey results confirm that U.S. consumers are highly engaged with the environmental impact of packaging materials.
It is clear from the Unboxing Consumer Preferences survey that U.S. consumers are not only concerned about the sustainability of their packages, but they are also willing to do their part and pay more for a better solution,” Holliday stated. “DS Smith is encouraged by the importance retailers and consumers are putting on sustainable packaging and believes the solutions exist to help manufacturers and retailers meet these expectations.”
The Growing Importance of Packaging Sustainability
As major brands and retailers aim to reduce their carbon footprints while enhancing the customer experience, packaging is receiving renewed attention. Consumers are becoming increasingly mindful of how products are packaged, from the materials used to the efficiency of space utilization. Several key factors emerged from the study that illustrate these shifting preferences:
1. Packaging Space Efficiency
One of the primary concerns for consumers is excessive empty space within packaging. The study found that 46% of consumers are bothered by empty space in boxes, perceiving it as wasteful and inefficient. Even more strikingly, 75% of respondents in this group believe that excessive space usage indicates a lack of commitment to sustainability by the brand.
By optimizing box sizes and reducing excess packaging materials, companies can address this consumer concern while simultaneously cutting shipping costs and minimizing environmental impact. Right-sizing packaging solutions not only reduces waste but also enhances the perception of a brand’s sustainability efforts.
2. Reduction of In-Store Waste
Sustainability concerns extend beyond e-commerce and into physical retail spaces. According to the survey, 33% of consumers have noticed improvements in waste reduction at checkout, such as the introduction of paperless receipts and the removal of plastic bags. These seemingly small changes are making a noticeable impact on consumer perception, encouraging retailers to further adopt environmentally friendly practices.
3. Material Choices Matter
When it comes to stuffing materials used in packaging, 50% of consumers consider Styrofoam a last-resort option, while one in five consumers actively refuse to purchase from companies that use Styrofoam in their packaging. As a material that is notoriously difficult to recycle and poses environmental hazards, Styrofoam’s declining acceptance among consumers sends a strong message to retailers and manufacturers: more sustainable alternatives are necessary.
Options such as recycled paper fillers, biodegradable packing peanuts, and molded pulp inserts are gaining favor as eco-conscious consumers demand alternatives that align with their values.
The Rise of Intelligent and Connected Packaging
Beyond sustainability, the survey also revealed a strong interest in intelligent packaging—packaging equipped with sensors to ensure that products remain in optimal condition throughout shipping. A significant 75% of respondents expressed interest in intelligent packaging, with 28% willing to pay up to $5 more for such a solution.
This demand is particularly relevant for industries like food and pharmaceuticals, where temperature-sensitive products require careful monitoring. Intelligent packaging solutions could include temperature indicators, freshness sensors, and real-time tracking technology to enhance the delivery experience while reducing spoilage and waste.
Another emerging trend is connected packaging, which utilizes QR codes and other digital tools to engage customers. Many consumers appreciate the added value that digital interactions provide. According to the survey, top preferences for QR code content include:
- Personalized discounts tailored to shopping history
- Access to exclusive experiences or VIP content
- Sustainability metrics showcasing the environmental benefits of the packaging and product
By integrating connected packaging features, brands can strengthen consumer relationships while enhancing transparency regarding sustainability efforts.
DS Smith’s Circular Design Approach
To address these evolving consumer preferences, DS Smith has implemented Circular Design Principles to help brands and retailers embrace a more circular economy. The company focuses on designing 100% recyclable or reusable packaging while reducing reliance on hard-to-recycle plastics.
A key component of DS Smith’s approach includes optimizing packaging for individual supply chains, ensuring that only necessary materials are used, thus reducing the strain on natural resources. By keeping materials in use for as long as possible, DS Smith helps reduce landfill waste while meeting consumer demands for sustainability.
The Future of Packaging: Meeting Consumer and Environmental Needs
The results of the DS Smith study underscore a fundamental shift in how consumers view packaging. Sustainability and intelligent design are no longer optional features but essential components of a brand’s commitment to responsible business practices. Consumers are actively paying attention to waste reduction efforts, both in-store and online, and are increasingly willing to spend more on solutions that align with their values.
For brands and retailers, adapting to these expectations is not only a matter of environmental responsibility but also a key driver of customer loyalty. Companies that invest in right-sized, eco-friendly, and technologically advanced packaging solutions will be better positioned to meet the demands of the modern consumer while reducing their environmental impact.
As packaging continues to evolve, businesses must remain proactive in implementing sustainable innovations that not only benefit the planet but also enhance the customer experience. DS Smith’s research makes it clear: the future of packaging is green, intelligent, and consumer-driven.
