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 behavior 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 more sustainable solutions to scale.
- Beyond the attitude-behavior 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...
Main stage sessions, but not as you know them. Because we’re off-the-record, leading experts can speak candidly about their experience with what works, and what doesn’t. At least half the session is dedicated to audience insights and questions to ensure we tackle the big issues head on.
