For decades, luxury packaging has been synonymous with abundance. Layers of tissue. Boxes within boxes. Intricate and ornate finishes. It was designed to signal value through volume, but times have changed, and so must the luxury industry. In 2025, brands can no longer afford to mistake excess for excellence.

“On a fundamental level, the definitions and parameters of luxury are shifting,” says Amy Nelson-Bennett, CEO of Positive Luxury, the sustainability partner for over 175 global luxury brands. “Where once people took pleasure in unwrapping layer after layer, almost a ritual of excess, today’s consumers increasingly view that as wasteful. And they’re absolutely right. Luxury isn’t disappearing, what we value in it is changing.”

Nelson-Bennett has expertise in this area, as she has run high-end beauty businesses. This gave her a front-row seat to the old ways of thinking. Today, her mission, and that of Positive Luxury, is to support brands through the sustainable transformation of their packaging, supply chains, and ESG strategies. In her view, the industry is at a creative crossroads.

From indulgence to intention

“Luxury still needs to feel special,” Nelson-Bennett insists. “But we have to redefine what creativity and craftsmanship mean in a world that’s laser-focused on impact.”

That means understanding the new signals of quality. Refillable formats, biodegradable substrates, and intelligently designed components aren’t downgrades. In fact, they may be the most powerful and direct way to convey brand value.

“There’s a real opportunity to place new value on packaging – to treat it as something the consumer genuinely appreciates, whether because it’s low impact or designed to be reused. We have clients who still use branded candle glasses or gift boxes that are in consumers’ homes years after purchase. That brand is living in the customer’s daily life. That’s real equity.”

The rise of the considered consumer

Today’s luxury audience isn’t uniform. But across demographics, Positive Luxury sees one clear trend: people are better informed, less trusting of surface-level claims, and more discerning about brand behavior.

“Greenwashing has created a very skeptical marketplace,” says Nelson-Bennett. “That makes trust a more valuable commodity than ever before. Sustainability might not always be the top purchase driver, but it is a tiebreaker. It’s often a deciding factor between two comparable brands.”

Credibility is everything. “We know from consumer and sales research that if you can clearly communicate both product performance and sustainability credentials, you can achieve strong double-digit increases in purchase likelihood. But brands must connect the dots for the consumer. Packaging has rarely been a direct and unambiguous part of that story. Now it needs to be.”

Packaging as a bridge, not a burden

Nelson-Bennett believes the packaging sector is uniquely placed to help luxury brands close the trust gap.

“Historically, packaging was often seen as gimmicky, or just a vessel for logistics. But now, it’s a huge creative and strategic opportunity. It can reflect a brand’s values in a tangible way. Done right, it becomes an integral part of the product’s story.”

However, she warns against complexity for complexity’s sake. “This isn’t about layering on claims. It’s about being able to say: ‘We chose this material because it’s responsibly sourced. This closure can be recycled in your local system. This refill saves X amount of plastic.’ Give people real reasons to believe.”

The hidden cost of greenhushing

In a time of increased scrutiny, many large corporations have become cautious about broadcasting their sustainability work. Nelson-Bennett sees that as a mistake.

“Greenhushing is on the rise, but it’s a short-term move. If you’re silent, the assumption is either you’re doing nothing – or you’re hiding something. Neither perception is helpful.”

She urges brands, especially those doing the hard work of ESG transformation, to tell their stories proactively. “Perfect is not the bar. Transparency is.”

Meeting the moment

It’s no secret that the economic and political landscape is tough. Some businesses have paused or slowed their sustainability plans. But Nelson-Bennett is clear: “Don’t go backwards. Even if you have to move slower, stay in the game.”

She notes a growing split in the market. “Some brands are leaning out, but others are leaning in – not just maintaining momentum but accelerating it. And those are the brands that will win trust, relevance, and long-term value.”