Welcome to another day of exclusive content for SPN! Another day for some more statistics and results, but this time from global leader in connective packaging, Appetite Creative in partnership with Polytag and Digimarc.
SPN has heard from Appetite Creative, Polytag and Digimarc’s fourth annual Global Connected Packaging Survey 2025 (GCPS 2025), that over two thirds (66.7% to be precise) stated that connected packaging encourages customer loyalty through personalisation and 59.1% finds that it facilitates direct customer communication. It is great to see that of this 59.1%, half claim it provides actionable data for marketing and product decisions using game-like incentives proving to be valuable for the younger audiences to engage with it.
I look back at when I was younger, and me and my peers didn’t ever think of the sustainability impact that the products we bought would have on the planet, but now it is very different. In fact, most research seems to suggest that Gen Z and Millennials are among the most eco-conscious consumer groups, often driving demand for sustainable packaging and environmentally responsible business practices. This is due to a combination of education, social values, purchasing power and digital influence. As detailed in the GCPS 2025, it’s not only the gamification that is proving to be valuable here, but the eco-conscious influencers and brands which are spreading news about their key opinions on this subject on platforms such as Instagram, TikTok and YouTube.
In addition, an element of government and corporate pressure has a role in this too. The growing climate policies and regulations support sustainability, reinforcing younger consumer’s values. Also, companies are adapting to meet sustainable sourced demands, offering more sustainable packaging, ethical sourcing and circular economy models.
As the Global Connected Packaging Survey 2025 highlights, brands that integrate gamification, personalisation, and direct communication into their packaging strategies are seeing stronger consumer engagement—particularly among younger, eco-conscious audiences. With government regulations tightening and consumer demand for sustainability growing, businesses must innovate to stay ahead.
The fusion of connected packaging and sustainability isn’t just a passing trend—it’s a fundamental shift in consumer expectations and industry standards. Companies that embrace digital engagement and environmentally responsible practices will not only strengthen brand loyalty but also drive real change toward a greener, more circular economy.
Stay tuned for more exclusive insights—because the future of packaging is connected, sustainable, and built for the next generation.