In recent years, sustainability has moved from being a niche concern to a central topic in global conversations. It appears everywhere: from product labels to corporate strategies, and across consumer expectations. But this raises an important question: is it correct to talk about sustainability as a “trend”? Trends, by nature, imply movement, adoption, and diffusion. If that is the case, sustainability seems to fit the definition perfectly. But what kind of trend is this?
If sustainability is a trend, its strength lies in how widely it has spread among consumers. Today’s buyers are not just passively exposed to sustainability: they actively seek it out and integrate it into their purchasing decisions. This is clearly reflected in consumer behaviour data.
71% of shoppers deliberately choose products with sustainable packaging (source: 2023 Buying Green Report), showing that sustainability is not just a preference but a conscious decision. Even more telling is the willingness to pay for it: more than 60% of consumers say they would spend more on products with sustainable packaging (source: McKinsey, 2020). This indicates a shift from cost-driven decisions to value-driven ones.
The trend becomes even more evident when considering data about the opposite point of view: 63% of consumers say they are less likely to buy products with environmentally harmful packaging (source: Trivium), making sustainability no longer a bonus but a requirement.
Moreover, awareness is growing alongside action. 85% of consumers state that they consider the climate impact of their purchases at least sometimes and 53% specifically evaluate the environmental impact of packaging before buying (source: Pro Carton - Consumer Survey 2026). This growing attention to packaging highlights how even traditionally overlooked aspects of products are now under scrutiny.
Walking down any supermarket or drugstore aisle today makes this shift visible: labels such as “eco-friendly,” “fair trade,” and “environmentally sustainable” are everywhere. These are not just marketing tools but a response to a clear and diffused demand.
As consumer demand evolves, companies are adapting and leveraging sustainability as a strategic advantage. What was once seen as a cost is now increasingly recognized as an investment in growth, brand strength, and long-term competitiveness.
The numbers clearly support this shift. Products making environmental, social, and governance (ESG) claims have grown 28% over five years, compared to 20% for products without such claims (source: McKinsey & Company). At the same time, the scale of the opportunity is expanding rapidly. The sustainable packaging market is projected to grow from $276 billion in 2023 to $558 billion by 2034 (source: Statista), more than doubling in just over a decade. This is not a marginal development: it’s a structural and concrete transformation of the market.
Beyond growth, sustainability is also strengthening relationships between brands and consumers. 63% of buyers say they are more likely to purchase from brands that publicly announce sustainability goals, while 82% are aware of those goals (source: Trivium), highlighting the importance of visibility and commitment.
Trust plays a crucial role here. 66% of consumers report that sustainable packaging increases their trust in a product, with even stronger impact in certain markets such as Italy, where this figure rises to 77% (source: Pro Carton - Consumer Survey 2026). Sustainability can outweigh price sensitivity too: in fact, 70% of consumers refuse to switch from sustainable packaging to cheaper alternatives (source: Trivium).
Switching to sustainable packaging is becoming more and more simple for brands. For example, with the monomaterial solutions by Niederwieser, you get the same performance and the same price as conventional ones, but you gain in sustainability.
Investing in sustainability isn’t just a move to meet customer’s expectations, it’s also a decision that will build a stronger brand reputation, a deeper trust between the consumers and the brand itself and a faster growth in the medium- and long-term future.
The success of sustainability as a trend depends on one critical factor: credibility. As sustainability claims become more widespread, consumers are increasingly faced with confusion and scepticism.
A major issue is the lack of clarity in communication. 77% of consumers find it difficult to understand or research sustainability claims (source: Trivium), and 46% cite unclear labeling as a barrier to purchasing sustainable products (source: Recycling Partnership). The problem is further compounded by misleading information. In Europe, 53% of green claims are considered vague, misleading, or unfounded, and 40% provide no supporting evidence (source: European Commission). This phenomenon is called greenwashing and is already addressed in Directive (EU) 2024/825, which is currently in force. A new legislative proposal on the matter is being drafted and will be released soon, and the PPWR, that came into force on February 11, 2025, together with a lot of other regulations, also gives the necessary guidelines to improve and clarify the information provided on labels to work towards greater clarity in the communication of data and information regarding sustainability on packaging for the end consumer.
Sustainability can only remain a positive and growing trend if companies prioritize transparency. Clear labeling, verifiable claims, and accessible information are no longer optional, but essential to maintain credibility.
Considered everything, sustainability seems to be a trend both for consumers and businesses: it is spreading rapidly, influencing behaviour, and reshaping markets. But, unlike many passing trends, its implications are deeper, touching not only consumer behavior but also business models and long-term economic value.
The thing is we need to make sustainability a real transformation and not only a temporary wave: it needs to redefine expectations and set new standards for how products are designed, marketed, and consumed, becoming first a new baseline and then the new norm.
Yes, because it is spreading quickly and shaping markets. But it has deeper, long-term impact than a temporary wave.
Consumer actively seek it, pay more for it, and avoid unsustainable products.
It can be a competitive advantage that drives growth, trust and brend strength.
Unclear claims and greenwashing reduce trust and create confusion.
Turning sustainability into a lasting standard, not just a temporary trend.
