As sustainability claims become a familiar part of product packaging, shoppers are not just noticing them, they are questioning what those claims actually mean, according to a new survey by ALPLA. 

The ALPLA 2026 Packaging Claims Reality Check Report found that 84% of US adults have seen sustainability claims on packaging more than once in the past six months, while 53% have felt unsure what those claims meant. The findings show that unclear packaging claims can create doubt in the aisle, affecting what shoppers buy, how much they trust a brand and what they do with the package after use.

ALPLA, a global manufacturer and recycler of innovative packaging solutions and creator of the sustainability education site Plastic Reimagined, partnered with the third-party survey platform Pollfish to survey 1000 US adults ages 21+ in April 2026. The study examined how consumers interpret common packaging claims and what they do when a claim feels unclear.

Key findings

More than four in five (84%) say they have seen packaging sustainability claims more than once in the past six months, and 53% say they have felt unsure what those claims meant at least sometimes.

Uncertainty was highest among younger generations, with 51% of Gen Z saying they often or very often feel unsure what a claim means compared with 16% of Boomers.

The study also found:

• 41% say eco-friendly messages make them more likely to choose a product, while 33% have skipped a purchase because a claim felt unclear or hard to believe.
• 44% say sustainability claims feel more like marketing than helpful information and 16% say feeling misled made them trust the brand less afterward.
• Nearly six in ten (59%) say an easy-to-understand sustainability claim makes them view the brand more positively.
• Nearly half (48%) say explaining what the claim means in simple terms would make them trust sustainability claims more and 44% want clearer wording and 44% want specific disposal instructions.

Clearer language needed

The findings suggest sustainability claims now do more than signal environmental intent on the shelf. Clear language can build confidence and improve brand perception, while vague claims can lead shoppers to make assumptions, hesitate on purchases or guess how to dispose of packaging.

For brands, the takeaway is clear: packaging has to explain both the claim and the next step. That requires more than adding sustainability language to a label. Packaging design, material choices and end-of-life guidance all shape whether a claim is easy to understand, credible and useful to shoppers.