DUSSELDORF, GERMANY—  Drupa's Consumer Study 2023 takes an in-depth look at consumers' shifting values and attitudes towards sustainability. Focus on packaging functionality. Asked about the main priorities consumers have for packaging, the report points out that while sustainability is important, other factors, such as the efficacy of the packaging, take higher priority. The first packaging topic that came up was product protection at number three, and recyclable and sustainably sourced packaging came fourth. The proportion of people citing packaging efficacy as most important is going up more than the proportion of people asking for sustainable or recyclable packaging. The main focus is on packaging performing its cardinal function, protecting the product inside. Only after that comes convenience and ease of use, like with the trend for inclusive packaging design. Sustainability and the impact a product and packaging have on the environment is the final piece of the puzzle. In an ideal scenario, we delight consumers with safe, appealing, functional, easy to use and sustainable packaging. Packaging and in particular labels are the connecting point between brands and consumers, providing product information and conveying shelf appeal. Smart labels using RFID technology or a printed QR code can also boost consumer interaction with a brand and can even provide traceability and transparency on a product’s carbon footprint.