A decade ago, the packaging journey ended at the shelf. Today, it begins at the click. New consumption habits are on the rise.
E-commerce, subscription models, and direct-to-consumer (D2C) brands have permanently redefined how consumers interact with packaging. What was once a logistical necessity is now an integral part of the brand experience, from the moment a parcel arrives to the unboxing event, shared online.
These four behavioral shifts are transforming not just marketing, but manufacturing, design, and sustainability expectations, and corrugated packaging sits right at the center.
1. The rise of the “first physical touchpoint”
In the D2C and e-commerce era, packaging is often the only tangible connection between a brand and its consumer.
A recent McKinsey study estimates that over 25% of global retail will be online by 2027, and the post-purchase experience, including packaging quality and design, has become a decisive factor in customer loyalty. The “unboxing moment” is no longer a novelty; it’s part of the marketing funnel and an opportunity to reinforce brand loyalty, or lose it.
For brands, this means packaging must now:
- Protect products efficiently, even in complex logistics networks.
- Convey brand identity and values at first glance.
- Delight the consumer: visually, tactilely, and emotionally.
Corrugated, adaptable, and printable, has become the material of choice for delivering that moment of truth.
2. The new manufacturing logic: shorter runs, faster response
Traditional production cycles were built for predictability and scale. Today’s market demands agility and relevance.
Consumers expect limited editions, seasonal designs, personalized boxes, and rapid order fulfillment. For converters, this translates into shorter runs, more SKUs, and higher print quality; all delivered at speed.
According to Smithers’ “Future of Digital Print for Packaging” report, the share of digitally printed corrugated packaging will double between 2024 and 2029, driven primarily by brand demand for flexibility and regional customization.
This evolution blurs the line between printing and marketing: packaging is now a medium of communication as much as a medium of transport, challenging converters to match marketing speed with production agility.
3. Sustainability meets convenience
New consumption habits have also changed perceptions of sustainability. Consumers want convenience, fast delivery, easy returns, but without guilt.
A recent Deloitte survey found that 64% of consumers would switch to a brand that offers sustainable packaging, even at a slightly higher price point. But what they mean by “sustainable” has evolved:
- Recyclable materials are expected, not optional.
- Right-sizing to reduce empty space and emissions is a must.
- Transparent communication on sourcing and lifecycle is valued as much as performance.
Corrugated packaging, with its renewable fiber base and recycling efficiency, is inherently sustainable, but the challenge now is to make that sustainability visible and verifiable. For converters, sustainability is no longer a differentiator; it’s the new cost of entry.
4. Design for experience, not just efficiency
The “brown box” is evolving.
Thanks to digital printing, brands can now elevate the shipping box into a branded storytelling platform, without compromising logistics or cost efficiency.
- Variable printing allows regional, event-based, or influencer-specific designs.
- On-demand workflows reduce storage and waste.
- QR or AR integration creates a bridge between the physical package and digital engagement.
In this new consumption landscape, the box itself can become a marketing campaign.
The corrugated opportunity
For converters and brand owners, adaptation means transformation:
- From mass production to mass personalization.
- From cost per box to value per interaction.
- From printing as decoration to printing as strategy.
At Kento, we see this shift daily. Hybrid printing technology, combining the speed and low unit cost of flexo with the creative freedom and agility of digital, delivers the best cost-to-value ratio in the corrugated segment.
This unique combination allows converters to produce short and medium runs profitably, without the high costs of fully digital setups or the inflexibility of traditional analog lines.
In a market where SKUs multiply and customization accelerates, Kento Hybrid makes innovation financially scalable, not just technically possible.
Standing still is not an option
The habits driving the market are not temporary; they are structural. E-commerce and D2C are not simply sales channels; they are behavioral models that reward agility, authenticity, and design intelligence.
For those who innovate, the opportunity is immense. For those who wait, irrelevance arrives quietly, one missed campaign, one lost client at a time.
Corrugated for a faster, smarter market
New consumption habits have made corrugated packaging more than a transport solution, it’s now a bridge between brand and consumer, efficiency and emotion.
At Kento, we believe that the intersection of speed, customization, and sustainability defines the next era of packaging. The converters and brands who embrace this convergence will be the ones shaping tomorrow’s market. The packaging industry stands at a pivotal moment where consumption habits redefine production logic.