Is Consumer Influence Driving the Rise of Sustainable Packaging?

In today’s marketplace, the emphasis on sustainability is increasingly driven by consumer values, pushing industries toward eco-conscious practices.

Harmeet Singh, Chief Brand Officer of The Body Shop India, highlights this shift as a defining moment for brands committed to sustainability. “At The Body Shop India, we are responding to this change by intensifying our eco-conscious mission,” Singh says. “Currently, half of our plastic packaging is made from pre-existing plastic waste, thanks in part to our partnership with Plastics for Change. This effort not only reduces our environmental footprint but also supports our Community Fair Trade (CFT) partnerships and aids marginalized waste pickers.”

This commitment to sustainability is reflected in The Body Shop’s Activist Workshop stores, launched across various cities since 2022. These spaces are designed to empower customers to participate in the Recycling Programme, which began in 2019, allowing them to recycle their favorite product packaging. Singh explains, “This initiative fosters a more sustainable approach and reinforces our dedication to environmental stewardship.”

The brand’s commitment to sustainability extends beyond product packaging to include store design. “Every detail is carefully considered,” Singh adds. “From fixtures made of reclaimed wood and recycled plastics to an aluminum facade—a low-energy, endlessly recyclable material—sustainability is at the core of our brand. Even our worktops are crafted from 100% recycled materials, reflecting our ongoing efforts to keep waste out of landfills and contribute to a circular economy.”

The rise of sustainable packaging is not an isolated trend but a broader movement influenced by consumer preferences. Jagdeep Hira, India Business Head, Pakka Limited, underscores this shift with recent data: “Research reveals a significant rise in demand for sustainable packaging among environmentally conscious consumers. For instance, 75% of millennials are willing to pay more for sustainable products, according to Nielsen. Moreover, 80% of consumers consider sustainable packaging when making purchasing decisions (Euromonitor), and 60% of Gen Z consumers prioritize eco-friendly packaging (Pew Research).”

Hira points out that the sustainable packaging market in India is poised for substantial growth, expected to increase from $3.5 billion in 2020 to $11.1 billion by 2025. This surge is driven by heightened consumer awareness and demand for eco-friendly products. “As consumers become more conscious of the environmental impact of their purchasing decisions, businesses must adapt by adopting sustainable packaging solutions, reducing waste, and promoting recyclable and biodegradable materials,” Hira notes. “Ultimately, consumer influence is a key factor driving the rise of sustainable packaging.”

As both the brands demonstrate, the drive toward sustainability is reshaping industry standards and consumer expectations. By integrating eco-friendly practices and responding to the growing demand for sustainable solutions, companies are not only aligning with consumer values but also contributing to a more sustainable future.