Survey finds growing consumer resistance to unsustainable packaging in North America

A growing number of shoppers across the United States and Canada are rejecting plastic packaging in favour of more sustainable alternatives, according to a new survey by sustainability consultancy Aura.

According to a report in The Wall Street Journal, 37% of North American consumers have actively chosen not to purchase a product due to concerns over excessive or environmentally harmful plastic packaging. The figure rises to 42% among European consumers, indicating a strong and consistent trend in global consumer behaviour.

The survey, which gathered responses from over 4,000 participants, highlights the increasing importance of sustainability in purchasing decisions. Respondents cited a preference for recyclable or compostable packaging, and many expressed frustration with brands that continue to rely heavily on single-use plastics.

Aura’s research suggests that consumers are not only aware of the environmental impact of packaging waste, but are also willing to modify their buying habits to reduce their personal footprint. This trend is particularly evident among younger demographics, with Gen Z and millennial shoppers leading the call for more sustainable packaging options.

The shift in consumer expectations comes amid growing scrutiny of extended producer responsibility (EPR) regulations in various regions, including North America. As policymakers push for greater accountability from manufacturers, brands are under pressure to redesign their packaging to align with evolving environmental standards.

A spokesperson for Aura, said: Brands that fail to respond to these changes risk not only falling foul of legislation but also losing customer loyalty. Packaging is no longer just about function or branding—it’s a key factor in how consumers perceive the environmental values of a business.

While some companies have made visible strides in adopting recyclable, reusable or biodegradable materials, others continue to lag behind. The survey results may serve as a wake-up call for organisations that have yet to implement more sustainable packaging strategies.

With sustainable packaging set to remain a key industry focus throughout 2025 and beyond, analysts expect continued innovation in materials, design and supply chain integration to meet rising demand.

The full report is expected to be released later this quarter and will explore further insights into consumer preferences and regional attitudes towards packaging sustainability.