Consumers call for circular solutions this EU Green Week

Winfried Muehling, marketing and communications director, Pro Carton, explains.

EU Green Week 2025 (3 to 5 June) arrives at a crucial time for Europe's environmental and economic future. With the theme ‘Circular Solutions for a Competitive EU’, this year’s conference emphasises the urgent need to put circularity at the heart of Europe’s transition toward a cleaner, more competitive and resilient economy.

Consumers are already moving in this direction. Pro Carton’s 2025 Consumer Packaging Perceptions Survey highlighted that living sustainably has become more important for 57% of consumers in the last 12 months. Yet, this shift is taking place against a backdrop of rising economic pressures; 77% of consumers are more worried about the cost of living compared to last year.

While 81% are strongly committed to sustainable products, 64% say they will only continue to buy sustainable goods if they are cost competitive. These findings demonstrate an increased price sensitivity and the importance of delivering sustainable solutions that are both accessible and affordable.

Packaging is a key area where consumers are demanding change. In the past year alone, 40% of consumers have switched brands due to packaging concerns, primarily due to concerns over non recyclable or excessive packaging. Cartonboard continues to emerge as the preferred alternative, with 89% of consumers choosing it over plastic. Consumers are calling for packaging that is easy to recycle (65%) and made from renewable materials (40%), aligning directly with the EU’s goals for a circular economy.

Behavioural changes further reflect the growing momentum toward sustainability. Over the last 12 months, 62% of consumers report recycling more waste, 37% have reduced their use of plastic packaged products, and 36% have actively purchased more products in environmentally friendly packaging. Encouragingly, 84% say they are confident in knowing what packaging can be recycled, pointing to an increasingly informed public ready to embrace circular habits.

However, consumer demand alone is not enough; policies must follow suit. While the reuse versus recycling debate continues, a significant 66% of consumers favour single-use recyclable options over reusable plastic alternatives, emphasising the need for policymakers to consider public preferences when designing effective legislation. Misaligned policy risks undermining public participation and slowing progress.

Pro Carton and its members are committed to supporting circularity through renewable, recyclable, and responsibly sourced materials. The forest based sector absorbs around 20% of EU greenhouse gas emissions annually. Sustainable forest management practices ensure that our packaging solutions contribute to both environmental protection and long-term resource resilience.

EU Green Week 2025 provides a critical moment to act. European citizens are demanding practical, scalable solutions that match their environmental ambitions without compromising affordability. Pro Carton urges policymakers and industry leaders to seize this opportunity and accelerate the transition to circular, fibre based packaging systems that truly meet the needs of people and the planet.