UKPackaging Expo 2026: where Gen Z and the future of packaging meet

The packaging industry is not just being reshaped by technology and sustainability goals in 2026. A powerful new force is influencing how packaging looks, feels and performs - Generation Z. Born between the late 1990s and early 2010s, Gen Z is rapidly becoming a dominant force in both the workforce and consumer marketplace, and their influence is driving major change across packaging design, materials and sustainability strategy.

By 2030, Gen Z is expected to make up around 30 percent of the global workforce, redefining not just where people work but how they expect work to feel, and what brands they support with their spending power.

Gen Z as consumers: trend drivers and packaging influence

Gen Z’s impact on packaging starts with the way they shop and what they value. Unlike previous generations, they see packaging as a key part of a brand’s identity, a communicative medium that must reflect their values of transparency, sustainability and authenticity.

Research shows that standout packaging dramatically influences this generation’s purchasing decisions. In one study, 81 percent of Gen Z consumers tried a product because of its packaging, and 63 percent repurchased because of it. Packaging is no longer just a container: it is part of the overall experience, a catalyst for brand loyalty among the generation that will soon dominate global consumer spending.

Gen Z also places sustainability at the centre of their purchase rationale. Younger consumers are much more likely to choose products that visibly demonstrate environmental responsibility and ethical sourcing, pushing brands to rethink the materials and communication strategies used on pack.

Gen Z in the workforce: new expectations and opportunities

As Gen Z enters the workforce in growing numbers, their presence will be felt across manufacturing, design and supply chain teams. Their expectations - for meaningful work, learning opportunities and environments built around flexibility and technology - are different from past generations. This shift will influence not just product design but how packaging businesses attract talent, innovate operations and compete for the best young professionals.

What this means for packaging companies is clear: employers must evolve their culture and work environments to meet Gen Z expectations or risk talent shortages. Their emphasis on purpose and personal growth will shape how teams are led and how innovation is pursued in packaging strategy.

Trends packaging teams cannot ignore in 2026

At UKPackaging Expo 2026, visitors can discover how these Gen Z trends are reshaping the industry:

• Transparency and authenticity: Packaging must clearly communicate product benefits, sustainability credentials and brand values in a way that Gen Z trusts.
• Digital connection: Gen Z expects seamless integration between physical packaging and digital engagement, such as QR codes linking to product stories or traceable supply chain information.
• Sustainability as standard: Eco-friendly materials, recyclability and circular design are table stakes in the race for Gen Z engagement.
• Design that speaks: Visual clarity, purpose-led aesthetics and culturally relevant cues matter more than ever for younger shoppers.

These evolving priorities are not abstract ideas but business imperatives. Brands that fail to respond risk losing relevance with a generation that is both digitally fluent and highly value driven.

See Gen Z trends and future shaping innovations at UKPackaging Expo

UKPackaging Expo 2026 brings these trends to life on 10 and 11 November 2026 at the Exhibition Centre Liverpool. This is where visitors can experience the cutting edge of packaging design, sustainability, technology and consumer insights that reflect the demands of tomorrow’s workforce and consumers today.

Exhibitors confirmed for UKPackaging Expo 2026

Industry leaders are already confirmed to attend, including:

• Unilever
• Markem-Imaje
• Dura-ID Solutions Limited
• Tirrit UK Ltd
• PROTEK PACKAGING LIMITED

These exhibitors will showcase innovations that speak to Gen Z priorities and broader industry shifts, giving visitors first-hand insight into the future of packaging.

Visit https://ukpackagingexpo.co.uk to register your interest and for more info.