Dr Daniel Bornemann, Senior Partner at Simon-Kucher, analyses the evolution of consumer attitudes towards sustainable packaging. The willingness to pay for sustainable packaging has fallen from 81% (2021) to 54% (2025), with an accepted price premium of just 8%. At the same time, sustainability is becoming a given – consumers expect it rather than paying for it. Bornemann explains how cost pressures and volatility are weighing on the industry and why AI is becoming relevant primarily in sales, rather than on the packaging itself. A look at the current challenges facing the packaging industry, caught between compliance-driven sustainability and economic constraints. #interpack #Sustainability #Packaging #Consumer behaviour #SimonKucher #PPWR #Recycling #Sustainability #Packaging industry #Market research