Young people are disproportionately impacted by climate change, and they also have the unique potential to drive sustainable change within industries such as packaging.
A new perspective, based on the sustainability motive-alignment hypothesis, explores how adolescents could be key players in promoting sustainable packaging behaviours and practices.
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The hypothesis suggests that adolescents are more likely to engage in sustainable packaging choices if these behaviours align with their desires for autonomy and status among peers.
By adapting sustainability initiatives in the packaging sector to better meet these developmental motivations, the industry can inspire greater involvement from younger generations.
Adolescents as drivers of change in the packaging sector
Today’s young people face the direct consequences of climate change, from extreme weather events to the degradation of ecosystems. The packaging industry, a significant contributor to environmental harm, is a critical area for young people to influence.
According to a recent UNICEF report, almost half of the world’s youth live in regions exposed to climate risks, making them especially sensitive to sustainability issues like excessive packaging waste.
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By GlobalDataDespite the urgent need for change, many young people—while concerned about the environment—are less likely to make sustainable choices in their everyday lives. In particular, they may struggle to prioritise sustainable packaging options when they do not perceive such actions as personally relevant or rewarding.
This disconnect, however, presents an opportunity for the packaging industry to reframe sustainability as something that directly connects with adolescents’ core values.
Barriers to sustainable packaging choices among adolescents
While young people are generally supportive of the need for sustainability, their engagement with sustainable packaging is often limited. Research shows that adolescents may not always demonstrate the same commitment to sustainable behaviours as younger children or adults. For example, they may be less likely to choose products with eco-friendly packaging or reduce their consumption of single-use plastics.
Several psychological factors contribute to this gap. Adolescents often face limitations in their ability to make independent choices, particularly when it comes to purchasing decisions influenced by family members or peer pressure.
They may also experience a lack of environmental self-efficacy, doubting their ability to impact packaging-related waste on a larger scale. Furthermore, when sustainable packaging is not seen as ‘cool’ or is not endorsed by their social circle, adolescents may resist making more sustainable choices.
Aligning packaging sustainability with adolescent motivations
The sustainability motive-alignment hypothesis offers valuable insights into how the packaging industry can better engage young people. To effectively promote sustainable packaging behaviour, policies and campaigns should align with adolescents’ desire for autonomy and status.
Instead of focusing solely on long-term ecological consequences, initiatives could emphasise how choosing sustainable packaging reflects personal values and earns respect from peers.
For example, media campaigns could depict environmentally conscious packaging choices as acts of rebellion against large corporations that contribute to excessive waste.
Packaging brands could also showcase young influencers who lead the way in promoting sustainable packaging practices, highlighting how these choices can elevate a person’s social standing among peers.
By framing sustainable packaging as a form of social justice or as a way to make a stand against irresponsible industry practices, young people may be more motivated to embrace these behaviours.
Encouraging adolescents to generate their own ideas for sustainable packaging solutions or campaigns could also help strengthen their engagement, as this would give them a sense of ownership and agency.
Just as public health campaigns have successfully motivated adolescents to make healthier food choices, similar strategies could be applied to foster sustainable packaging behaviours.
