But what role does packaging play in building that bond?
Capturing the trust of consumers is imperative to the success of a retail brand. It lays strong foundations and, in many cases, is the difference between a one-off purchase and a long-term, profitable relationship. It’s not just a ‘nice to have’, it’s a valued business asset.
According to Edelman’s 2025 Trust Barometer, 88% of people say trust is as important as price and quality. What’s more, 68% of consumers are willing to pay extra for a brand that they trust.
Trust has a cascading effect. It influences repeat business and loyalty, amplifies word-of-mouth, protects brands when things go wrong, and impacts what brands can charge. It affects conversion, retention, brand equity and resilience.
In recent years, consumer confidence has become particularly crucial when it comes to the topic of sustainability. Consumers are wary of greenwashing and sceptical of vague eco claims. They are demanding greater transparency, actively interrogating a brand’s green credentials, while seeking solid proof that backs up the environmental merits of products and services.
The role of packaging in this interesting brand/customer dynamic has also grown in prominence alongside the value consumers place in trust, with packaging becoming a touchstone for authenticity. But what makes packaging such a valuable platform for winning and building consumer trust? It rests on two power plays:
#1 Storytelling canvas
Packaging provides one of the strongest, up-close-and-personal interactions between brands and consumers. For this reason, packaging can satisfy people’s curiosity, answer their questions and address any concerns about a brand’s Environmental, Social & Governance (ESG) commitments and performance. Packaging is a storytelling canvas for brands and can solidly show proof and purpose in terms of a company’s approach towards sustainability.
As a result, brands are rethinking packaging design and development to ensure their packaging communicates and engages with consumers, while telling important circularity stories. Success in storytelling rests on several factors:
- Narrative design – Brand-led visuals and short, sharp messages should feature on-pack to help convey the right story
- Substantiated claims – Utilise legislation as a checklist for messaging, and ensure all ‘facts and figures’ are backed up by verified methodologies
- Digitalise packaging – On-pack QR codes can engage consumers and easily direct them to find out more about ESG commitments and performance.
#2 Proof & purpose
Packaging is a physical representation of a brand’s commitment to sustainability throughout its supply chain. Brands must invest in genuinely sustainable packaging solutions, which are supported by science-backed methodologies and data to authentically show consumers they practice what they preach. Packaging is a proof point for consumers, but what are the key considerations?
- Treat ‘proof’ as part of the packaging design – Utilise recycled content in packaging materials. Recycled content must be fully traceable, meaning it’s important that brands undertake comprehensive due diligence during procurement
- Consider alternatives to fossil-based plastics – For example, bio-based resins can be derived from renewable sources, which absorb CO2 during the growing of feedstock
- Design for re-use – Ensure packaging can be re-used for customer returns.
Powering packaging
Ultimately, retail brands that invest in trust-building (clear policies, consistent quality, honest messaging) are more likely to outperform those that focus only on short-term sales tactics, and the role of packaging in communicating those good intentions is very clear.
In response, the packaging industry continues to accelerate at pace, with consumer behaviour only one of several factors influencing the future of packaging – transforming design, development, usage and attitudes.
Alongside customer expectations, sustainable performance and circularity, innovations in materials, existing and emerging legislation, and the unprecedented pressures facing retail businesses are all shaping and transforming packaging.
As the world shifts, and these influencing factors work in sync with one another, conversations around packaging will continue to evolve. What is clear is that, whatever the driver, packaging can deliver transparency, authenticity and sustainability, while at the same time enhancing customer experience. Understanding the factors that are influencing the packaging landscape will be key for retail brands, whether that’s in building great consumer trust, or creating greater business efficiencies, reducing environmental impact, or staying on the right side of evolving legislation.
If you would like to read more about the biggest influences shaping the future of packaging strategies, visit here.
Contributor: Zoe Brimelow. Zoe is a director at Duo UK – a packaging manufacturer and consultancy.
