Environment

Connected packaging shifts sustainability trust with clearer consumer engagement

Thursday, 15 May 2025 12:24AM UTC

Brands are harnessing connected packaging technologies like QR codes and NFC to bolster transparency in sustainability claims, addressing growing consumer scepticism and confusion. As shoppers demand authentic eco-friendly communication, clarity and verifiable data are proving key to building lasting trust and loyalty.

In a rapidly evolving marketplace where consumer trust is increasingly tenuous, connected packaging has emerged as a vital tool for brands seeking to communicate their sustainability efforts. With shoppers becoming savvier and more sceptical about eco-friendly claims, the question of authenticity poses a significant challenge. Are brands genuinely committed to sustainable practices, or are they merely engaged in greenwashing? As the conversation around sustainability deepens, it is clear that transparency and data are no longer optional; they are essential in building consumer confidence.

Connected packaging technologies, such as QR codes, NFC tags, and augmented reality labels, are revolutionising the way brands interact with consumers. These innovations transform packaging from a static medium into a dynamic storytelling platform, enabling brands to share comprehensive narratives about their products, from sourcing and production processes to recycling and beyond. For instance, when consumers scan a QR code, they gain immediate access to vital information, including sustainability reports, certifications like FSC and Carbon Trust, and even engaging content such as videos from suppliers.

The potential of connected packaging to enhance consumer trust is underscored by industry data indicating that a significant majority of brands consider it an essential element of their marketing strategy. According to recent insights, 96% of brands view connected packaging as critical, with 89% of the consumer packaged goods (CPG) sector believing it can play a pivotal role in achieving sustainability goals. This is particularly relevant in the fashion industry, where the need for authenticity and regulatory transparency is paramount.

However, the effectiveness of these technologies hinges on the authenticity of the information presented. While the digital era provides opportunities for interaction, there is a fine line between engaging consumers and overwhelming them with information. Brands must ensure that their use of digital tools is meaningful and backed by genuine sustainability efforts. Flamboyant graphics or flashy digital content can come across as superficial if not complemented by substantive actions and verifiable data. The emphasis on holding companies accountable cannot be overstated, as consumers are increasingly attuned to disingenuous practices and will not hesitate to voice their disapproval.

Further complicating this landscape is the consumer confusion surrounding sustainability claims. A recent study revealed that approximately 60% of Gen Z respondents deem it essential for brands to value their perspectives, with over half inclined to support eco-friendly and socially responsible companies. One alarming trend highlighted is that 32% of U.S. consumers have lost faith in the recycling system, believing that items placed in recycling bins are not being processed correctly. This underscores the urgent need for brands to communicate clear, specific, and evidence-based sustainability messages to address consumer apprehension and foster a culture of trust.

Research from Amcor's 2023 consumer claims study reinforces this point, revealing that nearly 80% of consumers in Europe struggle to understand sustainability logos. The willingness to pay a premium rises dramatically when sustainability claims are articulated clearly; consumers show a 20% inclination to invest more when they encounter straightforward and comprehensible information. This indicates that brands must prioritise clarity in their messaging to effectively connect with their audience.

Ultimately, connected packaging offers a unique opportunity to educate and engage consumers meaningfully. By blending innovative technology with honest and responsible storytelling, brands can not only enhance their reputations but also inspire genuine consumer loyalty. Those who succeed will be the ones who can navigate the intricacies of sustainability communication with integrity and transparency, truly walking the talk rather than simply talking the walk.

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Source: Noah Wire Services

More on this

https://lbbonline.com/news/connected-packaging-and-sustainability-claims-what-builds-trust - Please view link - unable to able to access data
https://www.packagingtechtoday.com/materials/labels/labeling-trends-the-crucial-role-of-nfc-and-qr-codes/ - This article discusses the growing importance of connected packaging in the fashion industry, emphasizing the role of NFC and QR codes in providing product authentication, regulatory transparency, and direct communication with customers. It highlights that 96% of brands view connected packaging as essential to their marketing strategy, with 92% considering first-party data a key pillar. The piece also notes that 89% of the CPG sector believes connected packaging will help achieve sustainability goals, though many are still waiting to implement this technology.
https://www.packaging-gateway.com/features/smart-packaging-revolution/ - This feature explores how connected packaging, utilizing technologies like QR codes and augmented reality (AR), is transforming consumer interaction with products and brands. It highlights that QR codes allow consumers to access product information, promotions, and exclusive content, while AR creates immersive experiences. The article also discusses how connected packaging enhances consumer trust by providing detailed product histories, sourcing information, and sustainability credentials, citing examples like Napolina’s tomato tins with QR codes tracing the product’s journey from farm to table.
https://www.packagingdive.com/news/consumer-confusion-packaging-sustainability-messaging-nielseniq-national-retail-federation/728982/ - This article addresses the confusion consumers face due to the abundance of sustainability claims on product packaging. It notes that 60% of Gen Z consumers consider it important for brands to value their opinions, and 55% would choose brands that are eco-friendly and socially responsible. The piece highlights that confusing or unavailable information is a significant barrier to consumers adopting a more sustainable lifestyle, emphasizing the need for clear and consistent sustainability messaging.
https://www.lbbonline.com/news/how-data-driven-packaging-boosts-consumer-trust - This article discusses how connected packaging leverages first-party data to build brand transparency and enhance consumer relationships. It provides examples of brands like Coca-Cola, Nestlé, and Nivea using smart packaging solutions to offer consumers instant access to ingredient sourcing, sustainability efforts, and personalized skincare tips. The piece emphasizes that data-driven marketing can foster trust and engagement, transforming packaging into a tool for consumer interaction and loyalty.
https://www.esgdive.com/news/consumer-confusion-packaging-sustainability-messaging-nielseniq-national-retail-federation/729243/ - This article highlights the confusion consumers experience due to the plethora of sustainability claims on product packaging. It notes that 32% of U.S. consumers no longer believe the items they put in a recycling bin are getting recycled, up from 14% four years prior. The piece emphasizes the need for clear, specific, and evidence-based claims to minimize consumer confusion and build trust in sustainability messaging.
https://www.amcor.com/insights/blogs/consumer-claims-research-2023 - This blog post presents findings from Amcor's 2023 consumer claims research, revealing that almost 80% of consumers in Europe don't understand what most sustainability logos mean. It highlights that 5% of participants are willing to pay more for products with sustainability logos, but this figure rises to 20% when products include clearly written claims. The post emphasizes the importance of clear, specific, and evidence-based claims to enhance consumer understanding and trust.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 8

Notes: The narrative references recent insights and studies, such as Amcor's 2023 consumer claims study, which suggests that the information is relatively current. However, the lack of specific recent data or updates could affect the freshness score.

Quotes check

Score: 10

Notes: There are no direct quotes in the narrative, so there is no need for quote verification.

Source reliability

Score: 6

Notes: The narrative originates from a marketing-focused platform, which may have a specific agenda or bias. While the information seems well-researched, the reliability of the source is not as high as that of major news outlets.

Plausability check

Score: 9

Notes: The claims about connected packaging and sustainability are plausible, as they align with current trends in consumer behavior and marketing strategies. The emphasis on authenticity and transparency in sustainability messaging is also consistent with industry concerns.

Overall assessment

Verdict (FAIL, OPEN, PASS): OPEN

Confidence (LOW, MEDIUM, HIGH): MEDIUM

Summary: The narrative provides plausible and timely insights into connected packaging and sustainability claims, but its reliability is somewhat diminished by the marketing-oriented source. The absence of direct quotes eliminates the risk of misquoting, but the narrative could benefit from more recent or specific data to enhance its freshness.

connected packaging
sustainability
consumer trust
greenwashing
marketing technology