DS Smith Study Reveals Majority of U.S. Consumers Want Sustainable, Intelligent Packaging
Retailers are under the microscope for space, material and technology of packaging

DS Smith, a leading fiber-based packaging manufacturer, which was acquired by International Paper in 2025, found through its Unboxing Consumer Preferences on Sustainable Packaging survey that sustainability is the most important attribute of a retail and e-commerce shipping package. (Photo: DS Smith)
“It is clear from the Unboxing Consumer Preferences survey that
As more big brands and retailers look to cut their carbon footprints and improve the buying experience, they are taking a fresh look at packaging. From space utilization to material choice and how technology can elevate the delivery experience, consumers are indicating what is important to them.
Key factors include:
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Packaging Space –
46% of consumers say empty space in a box bothers them and75% of those same respondents said empty space indicates the brand doesn’t prioritize sustainability. -
In-store Waste Reduction –
33% of consumers have noticed better options to reduce waste at check-out included options for paperless receipts and removal of plastic bags. -
Stuffing Material –
50% of consumers see Styrofoam as a last resort for stuffing material and 1 in 5 won’t buy from a company that uses the material. -
Intelligent Packaging –
75% of consumers are interested in intelligent packaging - those built with sensors to ensure the product remains in optimal condition or temperature - with28% willing to pay up to more for an intelligent package.$5
In addition to more sustainable and intelligent packaging, consumers have indicated they are also interested in connected packaging – a package that includes a QR code printed inside to scan for exclusive content. Top preferences for QR content include personalized discounts, access to exclusive experiences and sustainability metrics from the manufacturer.
DS Smith Circular Design Principles help customers embrace circularity, helping them achieve their wider sustainability goals. By designing
About DS Smith:
DS Smith, which was acquired by International Paper in 2025, is a leading provider of sustainable fiber-based packaging worldwide, which is supported by recycling and papermaking operations. It plays a central role in the value chain across sectors including e-commerce, fast-moving consumer goods and industrials. Through its purpose of “Redefining Packaging for a Changing World” and its Now and Next sustainability strategy, DS Smith is committed to leading the transition to the circular economy, while delivering more circular solutions for its customers and wider society – replacing problem plastics, taking carbon out of supply chains and providing innovative recycling solutions. Its bespoke box-to-box in 14 days model, design capabilities and innovation strategy sit at the heart of this response.
About International Paper
International Paper (NYSE: IP; LSE: IPC) is the global leader in sustainable packaging solutions. With company headquarters in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250227545423/en/
Ryan Rogers, DS Smith, ryan.rogers@dssmith.com, 985-438-7040
Taylor Tuscai, Cookerly PR, taylor@cookerly.com, 678-686-7840
Source: DS Smith