Consumers say they want sustainable packaging, but what do they actually care about, and how can brands deliver without tanking margins? Martin Caballero (BevNET), Simon Gainey (Hard Working Packaging), and Benjamin Puncher (Mintel) unpack it all, from the power of clear front-of-pack messaging to the value of recyclable materials and packaging that reinforces brand identity. They spotlight brands like Liquid Death, which prove that when sustainability is woven into the core story and executed in a way that feels authentic, it can drive consumer connection and strengthen the bottom line.