Recyclability Ranks Last in Consumer Purchase Decisions — New Data

I’ve spent the better part of a decade in packaging procurement, and if there’s one assumption I’ve heard more than any other, it’s this: “Consumers will choose recyclable packaging — it’s a competitive advantage.” I said it myself, more than once. We all did. Turns out, the data tells a very different story.

New research from Circular Ventures and TouchPoll Surveys, set to be unveiled at the Packaging Recycling Summit in Chicago, hits that assumption head‑on. They surveyed 650 consumers nationwide and asked them to rank six purchase attributes by importance. The results? Packaging recyclability came in dead last — at just 2.5% of respondents calling it “extremely important.” Price/value took the top spot at 41%, followed by brand preference (23%) and nutrition info (18%).

Before you shrug and say “that’s just one poll,” consider how it lines up with other recent data. The Recycling Partnership’s 2024 State of Recycling report found that only about 21% of curbside‑recyclable materials actually get collected. McKinsey’s 2025 sustainability report showed that environmental impact has stagnated or declined in consumer importance since 2023. And WM’s 2025 report highlighted the classic “say‑do” gap — people say they recycle, but their behavior doesn’t match.

So the question isn’t whether recyclability matters. It matters — for regulation, EPR compliance, retailer scorecards, and corporate commitments. The question is: are we expecting the wrong outcome from sustainability investments? If the goal is to win market share or build brand equity, these data suggest that’s a long shot. But if the goal is to meet compliance obligations and avoid fines — that’s a different conversation.

The survey didn’t ask “do you believe in recycling?” — it asked what you actually prioritize at the shelf

Most sustainability surveys try to gauge intent. “Is recyclability important to you?” Practically everyone says yes. But when you force a trade‑off — price vs. recyclability, brand vs. recyclability, nutrition info vs. recyclability — the answer flips. Across every demographic slice (gender, politics, income, education), recyclability ranked lowest. Even among people who identified as frequent recyclers or who expressed high confidence in the recycling system, it still came in last.

Here’s a stat that really hit me: nearly 70% of consumers ranked price/value as their first or second most important factor. Only 2.5% put recyclability first. That’s not a rounding error — that’s a canyon.

And the trust problem is real. The same survey found that 47.9% of consumers are unsure whether packaging labeled “recyclable” actually gets recycled. Only 25.1% are very confident. A York University study published just this May found that less than 10% of consumers believe brands genuinely care about waste reduction. Ouch.

What this means for packaging strategy

I’m not suggesting we should stop improving recyclability. That would be irresponsible — and illegal in many jurisdictions with EPR laws. But we need to be honest about what recyclability can and can’t do for a brand.

• It won’t drive purchase preference. If your sustainability story is built on “people will switch to our product because it’s recyclable,” these data say you’re betting on a very thin edge.
• It’s still table stakes for compliance. Regulatory pressure is real, and it’s growing. SB 54, EPR in Europe, and retailer requirements all demand action.
• Communication matters more than material choice. Consumers don’t trust the system. If you want to earn their attention, start by explaining what “recyclable” actually means and how they can participate.

The full report from Circular Ventures and TouchPoll will be released later this month (email [email protected] to pre‑order). I’ll be curious to see their recommendations on how to bridge the communication gap. But the headline is already clear: recyclability alone won’t sell products. That doesn’t make it unimportant — it just means we need to define success differently.

Sources: Circular Ventures / TouchPoll Surveys (June 2026), The Recycling Partnership 2024 State of Recycling, McKinsey & Company Sustainability in Packaging 2025, WM 2025 Recycling Report, York University consumer trust study (May 2026).

This article was adapted from original reporting by Matt Reynolds in Packaging World.