Why Gen Z Doesn’t Fall for Pretty Packaging—And What They Actually Want
When it comes to capturing the attention of today’s younger generation, it turns out that pretty packaging alone just doesn’t cut it anymore.
As one of the most influential consumer groups in today’s marketplace, Gen Z—those born between 1997 and 2012—has rapidly become a driving force in shaping the future of branding and packaging.
However, their purchasing decisions aren’t made solely based on aesthetic appeal, and packaging that merely looks good may not be enough to win them over.
So, what does Gen Z actually want when it comes to packaging? Let’s dive into the factors that truly capture their attention, and how brands can meet these expectations to create packaging that resonates with the next wave of consumers.
1. Authenticity Over Aesthetics
For Gen Z, authenticity is key. This generation values transparency, realness, and brands that are not afraid to show their true selves.
They’re quick to see through marketing gimmicks, and packaging that feels inauthentic can turn them off.
The shiny, overly designed, and overly polished packaging of previous generations doesn’t hold the same weight with them. Instead, Gen Z is drawn to minimalist, unpretentious designs that tell a story about the brand’s values, origin, and purpose.
What to Consider:
- Honest Messaging: Use your packaging as a platform for authentic communication. Let your product’s origins, ingredients, and story come through in the design.
- Transparent Labeling: Gen Z is drawn to brands that are open about where their materials come from and how their products are made. Consider adding certifications, such as Fair Trade or organic labels, to signal authenticity.
- Sustainability Messaging: Incorporate eco-friendly elements into your packaging and clearly communicate your brand’s commitment to sustainability.
By opting for honest and transparent packaging, you not only appeal to Gen Z’s values but also establish trust that goes beyond surface-level design. This is especially crucial for food packaging. Review this guide to pick up more important tidbits.
2. Sustainability Isn’t Optional
More than any other generation, Gen Z is highly environmentally conscious. Growing up with awareness of climate change, plastic pollution, and environmental destruction, they expect brands to take responsibility for their impact on the planet.
Pretty packaging that uses excessive materials or non-recyclable plastics simply doesn’t align with their values.
Instead, Gen Z demands packaging that is eco-friendly, sustainable, and functional.
Whether it’s using recyclable materials, biodegradable plastics, or innovative eco-friendly alternatives, your packaging needs to align with their commitment to sustainability.
What to Consider:
- Eco-Friendly Materials: Use materials that are recyclable, biodegradable, or sourced from sustainable origins. Consider opting for kraft labels or clear labels made from sustainable materials, which reduce your environmental footprint.
- Minimal Waste: Avoid unnecessary packaging, and design your packaging to be as compact and efficient as possible. Gen Z appreciates functional packaging that uses fewer resources.
- Refillable or Reusable: Provide packaging that can be reused or repurposed. This might mean offering a reusable container or providing clear instructions on how to properly recycle the packaging.
Sustainability is a non-negotiable for Gen Z, and packaging that reflects this value will resonate deeply with this generation.
3. Experience Over Decoration
While aesthetics are still important, Gen Z places a premium on experience over decoration.
They want packaging that offers more than just an eye-catching design. It should be a tactile and engaging experience that makes the unboxing or opening process feel special, personalized, or even interactive.
Think beyond pretty packaging to incorporate elements that add emotional value and personal touch.
What to Consider:
- Interactive Features: Adding QR codes that lead to fun or meaningful content (e.g., brand stories, behind-the-scenes footage) or using augmented reality (AR) to create interactive experiences that engage customers further.
- Customizable Packaging: Gen Z loves to feel unique, so incorporating personalized labels with custom branded tissue and a stamped label seal that can be tailored to each customer creates a deeper emotional connection.
- Packaging as Part of the Experience: Think about how your packaging can serve as part of the overall brand experience, whether through unique openings, satisfying textures, or unexpected surprises inside.
For Gen Z, packaging should offer more than just visual appeal—it should create an experience that enhances the product and engages the senses.
4. Functionality Over Flash
While flashy, extravagant designs were once a hallmark of luxury, Gen Z is much more practical when it comes to packaging.
They value functionality above all, and packaging that doesn’t serve a clear purpose or makes the product difficult to access will quickly turn them away.
Packaging that’s easy to open, store, and reuse is highly prized, especially when it’s compact, lightweight, and doesn’t require excessive effort to handle.
What to Consider:
- Resealable Options: Consider offering resealable packaging for products that might be used multiple times, such as snacks, beauty products, or coffee. Custom coffee labels or tea labels that include instructions on resealing will elevate the functionality of your product.
- Ergonomics: Design your packaging with user comfort in mind. Ensure it’s easy to carry, hold, and open, making the experience hassle-free.
- Multi-Use Packaging: Packaging that has a second life—such as containers that can be repurposed or used for other items—will be more appreciated by Gen Z, who often prioritize products that align with a practical lifestyle.
By offering functional packaging, you demonstrate that your brand values convenience and practicality, resonating with Gen Z’s preference for efficiency.
5. Price Transparency and Value
Finally, Gen Z cares about value—both in terms of price and the quality of the product they’re buying.
With financial uncertainty and a rise in conscious consumerism, they are more likely to choose brands that provide clear pricing, transparency, and affordable quality. Packaging that over-promises or feels too extravagant can trigger skepticism.
What to Consider:
- Honest Pricing: Be upfront about your pricing and communicate what makes your product worth the cost. Packaging that focuses on value—rather than extravagant design—will build trust with Gen Z consumers.
- Clear Cost-to-Benefit Communication: Use your packaging to convey the value proposition of your product. Whether through clear labels or messaging that communicates your product’s quality, ensure that it reflects the value you provide.
When you make your packaging a clear reflection of the value your product provides, Gen Z will take notice.
Over to You
For Gen Z, packaging is about far more than just pretty designs. It’s about authenticity, sustainability, experience, and value.
To capture their attention, brands need to focus on functional, eco-friendly packaging that enhances the user experience and connects emotionally with this generation.
When you embrace these principles, your brand can not only meet the expectations of Gen Z consumers but create lasting relationships that go beyond surface-level appeal.
If you want to stand out to Gen Z, it’s time to rethink your packaging strategy and shift from superficial beauty to deeper meaning.
