Across 11 countries and more than 11,000 consumers, McKinsey’s 2025 packaging survey delivers a consistent message: when people shop, sustainability falls behind value and product quality in decision making (McKinsey, Sustainability in Packaging 2025). For packaging teams, that’s not a reason to pull back, but a brief to get creative. This session explores how to read consumer data and behaviour with purpose, and design packaging innovation that meets people where they are. Starting from case studies as proof points, the discussion will explore what it takes for sustainability solutions that scale.
- Beyond the attitude-behaviour gap: Consumers say they care about sustainability, but buying decisions tell a different story. How do businesses design packaging innovation around what consumers actually do, rather than what they say?
- What consumers really want from packaging: Safety, shelf life and ease of use often outrank environmental impact as packaging priorities. How do you build a sustainability proposition that leads with the benefits consumers already value?
- Segmentation as a strategic tool: Attitudes and habits vary significantly by country, product category and channel. How do brands use granular consumer data to make smarter innovation bets rather than chasing a single global trend?
What to expect from this type of session...
You’ll hear a step-by-step breakdown of a very focused case study. From concept creation and business buy in; to identification of the right partners and implementation; to understanding impact and ROI. Always grounded in a real-world example, these sessions provide clear guidance and action points to take back to your own organisation.
