От «радости распаковки» до «экологичного спутника»: потребители переосмысливают ценность упаковки

Early new consumer brands relied on visual impact to create an "unboxing surprise" - an ornate box, the ritual of peeling away layer after layer, a carefully designed internal structure - these were once the core weapons for brands to build a first impression with consumers.

But consumers in 2026 are rewriting the rules through their actions. What they value is no longer the wow moment of opening it, but what the packaging can still do after it has been used up

Part 01 The era of "open and discard" is over

Over the past decade, brands have been accustomed to treating packaging as a "single-use experience" - consumers open it, take a photo, post it on social media, and then throw the box into the trash. This logic worked well during the explosive growth of social media, because it created enough "shareable content".

But the attitude of Gen Z is undergoing a fundamental shift. A consumer survey released by Packaging World magazine in 2026 shows that as many as 78% of Gen Z consumers say the sustainability and reusability of packaging directly affect their purchasing decisions and brand favorability. They dislike excessive packaging and appreciate the clever ideas that give packaging a "second life".

53% of Gen Z consumers have stopped buying a brand's products because of excessive use of plastic packaging. More than 68% of Gen Z consumers say they are willing to actively share brand packaging that offers "second life" ideas, which directly brings brands an average growth rate of more than 300% in organic social media engagement.

A set of data reveals Gen Z's real priorities for sustainable packaging: 51% list "recyclable materials" as their primary concern, 46% value "minimalist packaging / less waste", 41% care about "compostable / biodegradable materials", and 39% prefer "reusable containers". Notably, in the eyes of Gen Z consumers, reducing and reusing matter more than recycling itself - they understand that source reduction is the more effective path to environmental protection.

From "buy it and throw it away" to "can't bear to throw it away", this is becoming a core demand of the new generation of consumers.

Part 02 The "second half of life" design of packaging is becoming a brand asset

Among the 50 gift packages from leading brands that were unpacked, what stood out was not the most ornate, but those designs where "the box is still useful after unpacking".

Technology brands have designed the inner tray of TWS earphone packaging as a desktop organizer that can be detached separately; the outer shell of a beauty brand's limited-edition gift box is itself a small jewelry box or art ornament; food brands' gift boxes use food-grade PP or thick corrugated paper, which can be used for storing miscellaneous items after the food is finished.

A more noteworthy case comes from the tea industry. A refillable tea packaging design drove a 300% increase in repeat purchases by turning the packaging into a collectible craft item. Packaging is no longer a cost item, but has become a brand asset in itself.

A clothing brand added a "tear-off for secondary use" feature to its packaging box, and the customer repurchase rate rose by 15% within three months. This change added almost no cost, yet it directly influenced consumer behavior - because the packaging is no longer discarded waste, but a "product" that can continue to be used.

Users who have taken part in packaging upcycling campaigns initiated by brands show a repurchase intention 45% higher than ordinary users. When consumers personally transform packaging into flower pots, storage boxes, or decorations, what they build with the brand is no longer a one-off transactional relationship, but an ongoing emotional connection.

Part 03 Why does "secondary use" move people more than "recyclable"?

From the perspective of consumer psychology, recyclable is passive - consumers put the packaging into the recycling bin, and that is the end of it. Secondary use, however, is active - consumers need to get hands-on, need creativity, need to participate.

This sense of participation brings threefold value:

First, it reduces consumers' environmental guilt. When packaging can be reused, the act of "throwing away" no longer carries guilt. Consumers feel that "I didn't waste it, I turned it into something useful".

Second, it creates content for social sharing. Upcycling old packaging and sharing the results satisfies users' multiple social needs of showcasing "creativity", "environmental awareness", and "taste in life". A tea box turned into a flower pot has countless times more communication value than a tea box that is thrown away.

Third, it strengthens the relationship between the brand and consumers. When a packaging box "lives" in a consumer's home for months or even years, the relationship between the brand and the consumer goes beyond transactions. The packaging becomes the brand's physical presence in daily life.

Part 04 What can brands do?

Turning packaging from a "one-time wow" into "sustainable companionship" requires brands to think about the "second half of life" of the packaging at the design stage.

Build in upcycling interfaces. At the packaging structure design stage, preset "interfaces" that are easy to detach and reassemble - die-cut line guidance, detachable components, and material choices that facilitate secondary processing. Let consumers complete the transformation without tools.

Lower the barrier to participation. Include a QR code inside the packaging; scanning it gives access to 3-5 upcycling tutorial videos. What consumers need is guidance on "how to do it", not "figure it out yourself".

Material selection must also account for durability. Use FSC-certified paper and soy ink to ensure the materials are sustainable at the source. Use sturdier corrugated board and eco-friendly adhesives so that the packaging retains good stiffness after initial use. The basis for upcycling is that the packaging material itself is good enough.

Create topics and an incentive system. Set interesting themes for packaging upcycling, create brand-specific social media hashtags, and even regularly hold call-for-entries campaigns for user upcycling works. When a packaging upcycling campaign can generate millions of UGC impressions, packaging is no longer a cost, but a marketing asset.

——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-379895.html