By Winfried Muehling, marketing & communications director, Pro Carton
EARTH Day 2025 serves as a global reminder of the urgent need to protect our planet. As the largest global environmental movement, Earth Day unites individuals, businesses, and governments to take action against climate change, pollution and resource depletion. In 2025, as the world faces mounting environmental and economic challenges, Earth Day is more relevant than ever.
One message from consumers is clear: sustainability must be a top priority. Pro Carton’s 2025 Consumer Packaging Perceptions Survey reveals that environmental concerns continue to shape purchasing behaviour, with 57% of respondents stating that leading a sustainable lifestyle has become even more important over the past year. This shift highlights the urgency for businesses and policymakers to align with consumer expectations for sustainable solutions.
Among the key concerns facing consumers today, climate change ranks as a top priority, with 62% of respondents identifying it as a pressing issue. However, economic pressures are also influencing purchasing decisions. While 64% of consumers still choose sustainable goods, they do so only if the cost remains comparable to alternatives. This balance between affordability and sustainability must be acknowledged when shaping packaging regulations and industry strategies.
Packaging plays a central role in consumer sustainability choices. 40% of consumers have actively switched brands due to concerns about packaging, with non-recyclable materials and excessive packaging being the primary drivers of this change. Additionally, 65% of consumers prioritise packaging that is easy to recycle and 40% prefer it to be made from renewable materials.
The preference for fibre-based solutions remains strong, with 89% of consumers stating they would choose cartonboard over plastic when given the option. Consumers also choose fibre-based packaging because it is multi-capable, its durability offers superior product protection for a variety of end-uses, as well as it can be recycled repeatedly, helping brand owners meet a range of sustainability targets.
Legislative frameworks must reflect these consumer preferences. While reusable packaging solutions have been widely debated, 66% of consumers continue to favour single-use recyclable options over reusable plastic alternatives. Policies that do not align with consumer behaviour risk slowing down progress and adoption and as such have a negative environmental impact.
Forests absorb and store carbon dioxide from the atmosphere. The forest-based industry absorbs 20% of total EU greenhouse gas emissions. Pro Carton members support sustainable and responsible forest management to help safeguard biodiversity and promote the growth of forests for generations to come.
Earth Day 2025 is an opportunity for businesses and policymakers to listen to consumers, who are making sustainability-driven choices and demanding more from brands. Pro Carton members remain committed to leading the charge in promoting sustainable, fibre-based packaging solutions that meet both environmental goals and consumer expectations.
To learn more about fibre-based packaging, please visit the Pro Carton website: https://www.procarton.com
