Last month, we examined what is allowed. Before that, what is possible. This month, we ask the question: What do we want?
Technology and legislation may be in place. But without acceptance and behavior, even the best intentions remain ineffective. In this article, we shed light on the most human of the three pillars: willingness. Because even the most sustainable packaging misses its goal if the market doesn’t want it—or uses it incorrectly.
A package may be perfectly designed for recycling (what is possible) and comply with all regulations (what is allowed), yet still fail due to consumer behavior and acceptance. Three real-life examples:
Remia’s resealable bottle was developed with a removable sleeve to improve recyclability. Technically feasible. Legally sound. But consumers rarely used the strip. The result: hardly any environmental benefits, despite good intentions.
50% less propellant, 25% less aluminum, same effectiveness. A clear win under the EU’s top priority—REDUCE. Fewer raw materials, less transport volume, reduced storage needs, less shelf space, less CO₂. Optimization throughout the entire chain, from production to disposal. But acceptance was low. The smaller can was perceived as less product. Market share dropped. Brands reverted to regular sizes.
Dubro has used perforated labels for years, allowing sleeves to be removed more easily. A quiet but powerful innovation with great potential. But how many consumers actually use it? Success doesn’t lie in the technology—it lies in consumer action.
Public awareness of sustainability is growing. More and more people say the issue matters to them. And yet:
There’s a gap between what we say and what we do—a gap that causes many recycling goals to fail. Knowing what’s right doesn’t mean acting accordingly. In behavioral economics, this is known as the intention–action gap: the disconnect between intention and behavior. It’s a persistent barrier to a circular economy. Because consumer behavior directly influences product strategy. If sales don’t follow, the sustainable packaging disappears as well.
Imagine: starting tomorrow, all consumers—at the supermarket, online, everywhere—only buy products with the most sustainable packaging. What would happen? How long would it take for all products to be repackaged? A month? Two? Four? No matter the number—it would happen quickly. And it would be permanent.
That alone shows how odd our current reality is. We create packaging regulations, set targets, ban poorly recyclable options—but we leave out the most crucial player: the consumer. Where, one might ask, is the good old awareness campaign when you need it?
A truly circular packaging solution only works if it meets three criteria:
Every failed solution fails on at least one of these points. And often, it’s the third.
That’s why this aspect deserves more attention. Because once consumer behavior begins to shift, everything else tends to follow sooner than expected.
In our next article, we’ll take a closer look at the core principles of European legislation and introduce the three resulting strategies: REDUCE, REUSE, RECYCLE.
Until then, we’d love to hear your perspective:
What behavioral barriers do you observe in your company or industry? And what potential is still being left untapped in your view?
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