When brand packaging reaches consumers, what truly matters to them?

In 2025, Ipsos conducted the world's largest global consumer study, covering 40,802 consumers across 50 countries. This research delivers clear new insights: what consumers care about most? who they trust to address these concerns, and how purchasing choices drive positive change. Key findings show: -72% of consumers prefer products that do not harm flora and fauna. -66% expect brands to ensure their wood, paper products and packaging are deforestation-free. -65% prefer sustainability claims verified by independent third-party certifications. -62% prioritize products packaged in renewable materials like paper over plastic. -61% view buying independently certified products as an effective way to support forest conservation.