From values to action: The power of eCommerce packaging

21 March, 2023
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Bridging the value-action gap: Sustainable packaging options can help empower conscious online shoppers to overcome the potential gap between their desire to live sustainably and the actual decisions they take each day.

“As a leading provider of eCommerce packaging, we are passionate about offering environmentally conscious and economically viable solutions for our customers. We want to make it easy for consumers to choose the more sustainable option and help bridge the gap between their values and actions."

Nedim Nisic, Mondi Group eCommerce Director

Tackling the value-action gap: supporting consumers who want a more sustainable lifestyle 

Consumers are becoming increasingly aware of their environmental footprint, with 97% of people saying they want to lead a sustainable lifestyle. Yet only 13% of those asked in this Kantar survey are changing their habits. The 2023 World Economic Forum focused on this disconnect which is increasingly called ‘The Value-Action Gap’ – meaning the difference between what people aspire to do and what they actually decide to do.


Our own latest eCommerce consumer research has found that over 80% of online shoppers see the environmental aspects of packaging and its ease of disposal as increasingly important decision factors. We also now know that oversized packaging annoys 86% of consumers, up from 79% in 2021, and excess internal packaging frustrates 78% of people. In fact, more than two-thirds (67%) of respondents across the five countries said that overpackaging would put them off from buying from a brand.

What does this mean for us in the eCommerce packaging industry?

As an industry, we must support online shoppers who want to make a difference, one package at a time.

At Mondi, we enjoy partnering with manufacturers, retailers and marketplaces on sustainable packaging solutions that will shape the future of eCommerce. The growing awareness of the environmental impact of packaging – and the desire for sustainability among consumers – presents a unique opportunity for our industry to take concrete steps towards bridging the value-action gap. The pressure to be market competitive and the Total Cost of Ownership also needs to be optimised along the value chain, and we work with companies to achieve this balance.

Collaborating for sustainability: The future of eCommerce packaging solutions

By working together, we can create environmentally conscious and economically viable solutions that make it easier for consumers to act sustainably. Whether through paper-based packaging or the development of new and innovative solutions, we can positively impact the environment, the economy, and society as a whole.

Mondi is at the forefront of providing sustainable eCommerce packaging solutions to online retailers, making it easy for them to bridge the value-action gap of their consumers. By supporting online retailers’ transition towards paper-based packaging, we recognise the crucial role packaging plays in reducing the environmental impact of eCommerce and consumers’ growing concern about the sustainability of packaging.

Here are more insights on our eCommerce range and on our sustainability journey.

Fact box: 5 key trends in eCommerce packaging

  • Protection of goods and environmental considerations continue to be two of the strongest consumer trends in eCommerce packaging 
  • Overpackaging has an increasingly negative impact on business and the customer experience 
  • The power of unboxing: How packaging enhances the brand experience 
  • Tailor-made packaging: Meeting consumer demands for personalised eCommerce solutions 
  • The Millennial effect: young consumers are driving the future of sustainable packaging. 
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