Sustainable packaging isn't only good for the planet. It's great for business, too. As switched-on consumers continue to prioritise eco attributes in everyday spending choices, companies addressing today's environmental concerns can gain huge business advantages. Here, Delga explains how thoughtful, eco-friendly packaging design can win lasting customer retention.
McKinsey's recent report, 'Sustainability in packaging 2025: Inside the minds of global consumers', shows how packaging affects buyers worldwide. Sitting within the top three to five factors that influence purchasing decisions (an increase from previous years), it's evident that packaging is becoming increasingly influential in shaping what we buy.
At Delga, we have award-winning creative experience in balancing the evolving demands of protection, appeal and sustainable practices – while staying in tune with standards such as Extended Producer Responsibility (EPR), Packaging Waste Regulation and helping you navigate mandates like the Plastic Packaging Tax with paper-based alternatives.
It's not all about looks. Sustainable packaging is equally as powerful. 51% of those surveyed ranked environmental impact as 'extremely' or 'very important', with the UK listing cardboard- and paper-based packaging as the leading eco-friendly option. These findings paint a clear picture: companies need to meet expectations or they risk losing market share.
Packaging innovations have to fulfil multiple requirements simultaneously – keeping goods safe, standing out on shelves and online, all while avoiding excess materials that signal wastefulness. When brands get this balance right with eco-friendly materials, they don’t just meet functional needs, they build emotional connections with values-driven shoppers. Sustainable packaging signals that a brand cares about the same things its customers do, creating a sense of shared purpose that keeps people coming back.
Sustainability has become a key factor for shoppers. Thanks to eco-minded influencers, Sir David Attenborough and global climate movements, environmental awareness has shifted from a niche concern to a mainstream priority, and it's now woven into routine choices.
In customers' eyes, not all eco packaging is equal. McKinsey's research highlights a distinct hierarchy of what ranks highest. Recyclable packaging tops the list as the primary characteristic, followed by packaging manufactured from recycled content in second place and reusable packaging in third.
Plus, there’s psychology at play. Goods and packaging that are built with eco-consciousness in mind don't only appear better for the environment, but they're frequently perceived as healthier, better quality and higher end, too.
Understanding these consumer habits and behaviours is essential for creating effective, outside-the-box designs that resonate. Delga’s eco-friendly packaging design solutions have helped many UK businesses meet their objectives.
They include:
According to McKinsey's survey, over half (51%) of respondents stated they'd be willing to pay 'a little more' for sustainable packaging, with 6% prepared to pay 'a lot more'. Evidently, environmental responsibility is no longer a nice-to-have, but a legitimate selling point.
But perception cuts both ways. While those embracing sustainable packaging solutions are regarded as trustworthy, conscientious and forward-thinking, organisations clinging on to wasteful, non-eco alternatives run the risk of getting written off as outdated, careless or merely out of touch with modern-day standards. Such snap judgements happen fast, and with packaging often serving as the initial physical touchpoint, you get mere seconds to make a first impression.
The stakes are high, too. Data by KPMG reveals that 54% of consumers said they'd stop buying from a company if it was discovered to be misleading in its sustainability commitments.
Sustainability has turned into something of a buzzword with greenwashing at the root of widespread scepticism. As shoppers become more educated about what's really environmentally sound and what's just marketing spin, they expect to see claims substantiated by evidence. This means every link in the packaging value chain needs to prove its eco-credentials.
Here, third-party verification is invaluable. At Delga, we've recently been awarded a Bronze Medal by EcoVadis, placing us among the top 35% of assessed organisations worldwide for sustainability performance. This independent accreditation means those who work with us can confidently demonstrate their ambitious sustainability goals aren't just corporate box-ticking exercises but they’re backed by real-world implementation.
Wild is one of our award-winning sustainable packaging examples. The body care brand's concept centres on eliminating single-use plastic while providing high-performing products all made from natural ingredients.
Through collaboration with our dedicated CAD designers, Wild brought their signature deodorant sleeves to life. Our team ensured essential branding and legal information remained legible and the item stayed protected, while offering a 61% saving of material waste and a 66% reduction of outer weight.
And the numbers don’t lie. Wild is now highly recognised as a truly eco-conscious business, with packaging that accurately reflects its core principles. They've seen sales soar by 322%, earning the title of the UK’s fastest-growing online health and beauty brand, expanded to more than 2,500 UK stores and were acquired by Unilever earlier this year.
Wild is a key example of the sheer power behind aligned eco-friendly packaging design in action. When developed properly, it can reflect product values and company messaging, helping build brand loyalty and propel a small startup business to a major retail player.
Sustainable packaging isn't simply ethical; it's strategic. The companies that get it right earn credibility, command premium pricing and secure repeat custom.
To learn how our expertise and in-house design team can help develop or improve your current packaging footprint, contact a member of our team today.