Across the UK, consumers' perceptions of brands regarding packaging are shifting. The market is moving toward sustainable and aesthetically pleasing solutions due to growing waste awareness, a greater dedication to sustainability, and new digital shopping practices. Consumers expect brands in industries like fashion, beauty, and e-commerce to be accountable for their environmental impact, and sustainable packaging is quickly rising to the top of the list of considerations when making purchases. 

Consumer Expectations Are Higher Than Ever

Today's UK consumers are more knowledgeable and deliberate in their product selections. According to studies, more than 80% of consumers in the UK favor companies that use environmentally friendly packaging (Source: Statista), and many are prepared to switch brands in order to support less wasteful options. Consumers seek authenticity, which includes fewer single-use items, transparent communication, and solutions that align with their values. Reusable packaging has become increasingly popular as a result, particularly in the fashion, beauty, and lifestyle e-commerce industries where packaging greatly influences consumer perception of brands.

Omnichannel Shopping Experience

The way UK consumers engage with brands has evolved due to the rise of omnichannel retail. Consumers shop on their phones, browse online, return items in-store, and repeat the process at various touchpoints. This change opens up new possibilities for packaging to facilitate customer journeys. 

This increases customer engagement and opportunities to foster loyalty. For instance, Movopack's reusable packaging system is made to function in both physical retail and e-commerce settings, assisting brands in providing a consistent, customer-friendly experience while cutting waste and boosting retention.

The Impact of Social Media on Packaging

With the rise of social media, TikTok hauls and unboxing videos, UK consumers increasingly expect packaging that is not just functional but visually memorable. A strong unboxing moment can elevate the entire customer experience, especially in e-commerce.

In the fields of fashion and beauty, where aesthetics are important, this trend is particularly powerful. Custom packaging is being used by brands to boost brand identity, evoke strong feelings, and promote social media sharing. Movopack's reusable packaging is ideal for this trend because of its premium feel, and durable and customized design, which make it both functional and eye-catching. 

EPR is driving packaging change

The future is also being shaped by regulatory pressure. Brands are required to pay the entire environmental cost of their packaging under the UK's Extended Producer Responsibility (EPR) framework. This increases the risk for companies that use single-use materials and promotes investment in sustainable packaging that lowers waste levels.

Movopack's reusable packaging, which can be reused over 20 times, helps retailers reduce long-term costs and show a significant commitment to sustainability while also supporting EPR compliance.

Conclusion

UK consumers are driving a major transformation in how brands design and use packaging. Sustainability expectations are rising, omnichannel shopping is expanding, and visual impact plays a growing role in the online customer journey. With regulatory changes like EPR accelerating the shift, the momentum behind sustainable packaging and reusable packaging has never been stronger.

If you’re curious to discover Movopack’s reusable packaging solutions, get in touch with us!