Some 62% of European consumers say that climate change is an ‘increasing worry’ for them, a new study by Pro Carton has found.
While concerns over the cost of living (with 66% citing it as a worry) has overtaken climate change as the top concern for European consumers, ‘environmental concerns remain firmly rooted in the public consciousness’, Pro Carton said in the European Consumer Packaging Perceptions Study 2025.
Climate change is of particular concern to consumers in Spain (65%), Italy (66%) and France (70%), it noted, which illustrates the impact of climate change in southern Europe.
Environmental actions
Close to three fifths (57%) of Europeans state that living sustainably has become more important to them over the past year, with two thirds (67%) citing recycling as their top environmental action – 62% have ramped up their recycling efforts in the past year, including 70% of over-60s.
Elsewhere, 51% have taken steps to reduce their water usage, and 42% are opting for more regionally-sourced products. More than a third (37%) say that they are actively decreasing their consumption of plastic-packaged products this year.
As to whether we are ‘doing enough’ to combat the effects of climate change, 79% of respondents believe that more needs to be done.
German consumers are the most optimistic about the efforts currently being made, with around a third (32%) stating that we are currently doing enough to stop the harmful effects of climate change – more than double that of Spain and Italy (15%).
Sustainability is also influencing brand loyalty, with four in ten consumers switching brands in the past year due to concerns over packaging. This trend is particularly strong among younger consumers, with 57% of 18-29-year-olds making product choices based on sustainability.
However, affordability remains a key barrier, as 64% of respondents will only choose sustainable options if they are priced the same as conventional alternatives.
‘Fascinating challenge’
“The 2025 consumer survey reveals a fascinating challenge: a growing awareness of economic constraints coupled with a dedication to environmental responsibility,” commented Winfried Muehling, director of marketing and communication, Pro Carton. “This presents a unique demand for the packaging industry: how to deliver sustainable solutions that meet both the ecological and economic needs of consumers.
“By working together, we can ensure that we remain at the front of the sustainable packaging debate, contributing to a healthier planet and a more prosperous future.” Read more here.
