Study shows growing interest in intelligent and connected packaging

DS Smith found through its Unboxing Consumer Preferences on Sustainable Packaging survey that sustainability has become the most important feature of a shipped package. The survey of 1,048 adults in the U.S. indicated that consumers want retail brands to clearly communicate their sustainability success. Consumers also indicated that they are paying attention to how much retailers are cutting out waste in stores and in e-commerce.

More big brands and retailers are focusing on packaging to cut their carbon footprint and improve the buying experience for environmentally conscious consumers. From space utilization to material choice and how technology can elevate the delivery experience, consumers are indicating what is important to them.

Key factors to alter shipping packaging include:

• Packaging space - 46 percent of consumers say empty space in a box bothers them and 75 percent of those same respondents said empty space indicates to them that the brand doesn't prioritize sustainability.
• In-store waste reduction - 33 percent of consumers have noticed better options to reduce waste at check-out, including options for paperless receipts and removal of plastic bags.
• Stuffing material - 50 percent of consumers see Styrofoam as a last resort for stuffing material and 1 in 5 won't buy from a company that uses it.
• Intelligent packaging - 75 percent of consumers are interested in intelligent packaging — those built with sensors to ensure the product remains in optimal condition or temperature — with 28 percent willing to pay up to $5 more for an intelligent package.

In addition to more sustainable and intelligent packaging, consumers have indicated they are also interested in connected packaging, which would include a QR code printed inside to scan for exclusive content. Top preferences for QR content include personalized discounts, access to exclusive experiences, and sustainability metrics from the manufacturer.

Helping consumers and retailers embrace a circular economy 

DS Smith's circular design principles as a fibre-based packaging manufacturer help manufacturers embrace circularity, achieving their wider sustainability goals. By designing 100 percent recyclable or reusable packaging and helping phase out hard-to-recycle plastics, DS Smith is keeping materials in use for longer. The company ensures that no more material than necessary is used, optimizing packaging for individual supply chains which reduces pressure on natural resources and reduces waste to landfill.

"It is clear from the Unboxing Consumer Preferences survey that U.S. consumers are not only concerned about the sustainability of their packages, but they are also willing to do their part and pay more for a better solution," said Cheryl Holliday, director of marketing for DS Smith North America. "DS Smith is encouraged by the importance retailers and consumers are putting on sustainable packaging and believes the solutions exist to help manufacturers and retailers meet these expectations."