Over Half of Gen Z Avoid Brands With Excessive Plastic Packaging, New Study Finds

Published: January 20, 2026, By Trevor

As sustainability becomes a major factor in consumer purchasing decisions, a new nationwide study reveals that Gen Z is leading a decisive move away from plastic packaging.

A survey of 1,000 Americans conducted by SmartLifeco found that 53% of Gen Z respondents have stopped buying a product or brand because of excessive plastic packaging, highlighting how environmental concerns are shaping the habits of younger shoppers.

The findings suggest that packaging choices are no longer just an operational issue for brands, but a key factor influencing customer loyalty, particularly among Gen Z, a demographic with rapidly growing purchasing power.

“Gen Z grew up watching the consequences of plastic pollution unfold in real time,” the study notes. “Overpackaging often becomes a viral talking point, and brands risk being publicly called out. For Gen Z, ignoring sustainability in packaging signals carelessness. That alone is enough for them to move on.”

Key findings from the study include:

• 53% of Gen Z have abandoned products or brands due to excessive plastic packaging
• 21% of Gen Z always check packaging labels for sustainability claims
• 57% of all Americans say brands should take the lead in reducing plastic waste
• 77% of Americans trust companies’ eco-friendly packaging claims
• 59% believe single-use plastics should be phased out within the next decade

While sustainability concerns were evident across all age groups, the study found that Gen Z respondents were significantly more likely to change purchasing behavior based on packaging alone, underscoring a generational shift in consumer priorities.

The results come amid growing pressure on brands to reduce their environmental footprint, as governments and consumers alike call for alternatives to single-use plastics.

Methodology

To understand how Americans are approaching sustainable purchasing, SmartLifeco surveyed 1,000 adults across the country. Participants answered questions about their shopping habits, attitudes toward plastic packaging, and expectations for companies adopting sustainable materials. Responses were analyzed by demographic groups, including age, gender, and income, to identify trends and differences in consumer behavior.

The full study, How Americans Are Driving the Move From Plastic to Plant-Based Packaging and Products, is available here: https://www.smartlifeco.com/blogs/blog/how-americans-are-driving-the-move-from-plastic-to-plant-based-packaging-and-products

About SmartLifeco


Smartlifeco was born from dog walks where we’d see countless plastic floss picks littered all over our city. We thought there must be a better way, and it turns out, there wasn’t. So we got to work and created one.

We started the company with a singular mission, to help people improve their oral health without harming the planet. We create eco-friendly oral care products, striving to replace materials that are harmful to the earth with bio-plastics or natural alternatives like bamboo, silk, and straw wheat. We also give back by donating 1% of profits to planting trees.