While more than four fifths (84%) of US consumers have seen sustainability claims on packaging more than once over the past six months, just over half (53%) felt unsure as to what these claims meant, a new report by packaging manufacturer ALPLA has found.
According to ALPLA’s Packaging Claims Reality Check Report, many shoppers continue to struggle to interpret commonly-used environmental claims on packaging, with a third (33%) saying that they ‘skipped’ a purchase because they felt a claim was either unclear or hard to believe.
At the same time, just over two fifths (41%) said that eco-friendly messaging made them more likely to select a particular product.
The report was based on a survey of 1,000 adults in the United States conducted in April 2026, undertaken in association with Pollfish.
Brand perception
‘The findings suggest sustainability claims now do more than signal environmental intent on the shelf,’ ALPLA noted. ‘Clear language can build confidence and improve brand perception, while vague claims can lead shoppers to make assumptions, hesitate on purchases or guess how to dispose of packaging.’
Other findings from the report indicate that around half (49%) believe that they understand sustainability claims ‘better than the average shopper’, however 51% incorrectly interpret the term ‘recyclable’.
Elsewhere, 28% believe that packaging labelled as ‘made with recycled content’ consisted entirely of recycled materials.
Sustainability messaging
Unclear messaging was also found to affect consumer trust, with 44% of respondents stating that sustainability claims feel ‘more like marketing than helpful information’, while 16% say feeling misled made them trust a particular brand less afterward.
Generational differences were also evident, with just over half (51%) of Generation Z respondents stating that they often or very often felt unsure about the meaning of sustainability claims, compared with 16% of Baby Boomers.
‘For brands, the takeaway is clear: packaging has to explain both the claim and the next step,’ ALPLA added. ‘That requires more than adding sustainability language to a label. Packaging design, material choices and end-of-life guidance all shape whether a claim is easy to understand, credible and useful to shoppers.’ Read more here and here.
