How perception, framing, and bias are reshaping packaging decisions
Why are high-performing packaging solutions like EPS being deselected—despite strong life cycle data and proven environmental performance? A new article by NEPSA Director Chresten Heide-Anderson explores this question through the lens of cognitive bias and perception.
The article, part of the Beyond Fast and Easy Answers series, draws on McKinsey’s 2025 global packaging study and real-world industry examples. It argues that decisions around packaging sustainability are increasingly shaped by how materials look, rather than how they perform.
“EPS isn’t being challenged on performance. It’s being challenged on perception.”
From the framing effect to availability heuristics and confirmation bias, the article highlights how visual cues and intuitive judgments often override climate data, material efficiency, and food protection outcomes.
This is especially relevant for materials like EPS, where protective function and circularity potential are less visible to consumers—but critical in practice. If these benefits are not seen, they risk being excluded from decisions.
Read the full reflection:
What Looks Right Isn’t Always Right – How framing and other cognitive shortcuts are distorting the packaging debate
