The psychology of transparency

When it comes to consumer behaviour, few cues are as powerful or as overlooked as transparency. In an era defined by scepticism and information overload, people crave clarity. They want to see what is inside, understand what they are buying, and trust that brands are being honest with them.

Transparent packaging, particularly glass, holds a unique place in the modern marketplace. It satisfies both sides of the trust equation: what consumers see and what they believe.

The science behind seeing

Consumer psychology research consistently shows that visibility influences perception.

When shoppers can see a product before they buy it, they perceive it as fresher, purer, and higher quality. That instinct for control and confidence explains why categories that rely on visual reassurance, like food and beverages, continue to grow in glass packaging.

Industry data shared by the Glass Packaging Institute (GPI) at its 2025 Annual Meeting revealed that food now represents 26.4% of all US glass container shipments, up from 17% in 2008.

This increase signals a clear consumer shift toward packaging that preserves freshness and allows them to see what they are buying.

Transparency and trust

This behaviour extends beyond the shelf. Transparency has become a metaphor for brand integrity. Consumers associate visible packaging with honesty, especially when paired with sustainability claims that can be easily verified.

Premium beverage categories reinforce that link between visibility and trust. Spirits have grown from just 3% of total shipments in 2008 to 7.6% in 2025, while wine holds 9.6%.² These increases correspond with consumer demand for authenticity and premium quality.

When a brand markets itself as serving healthy or organic food, consumers expect a higher standard of healthy packaging as well. When consumers pick up a bottle and can see what is inside, they connect those visual cues to a sense of honesty and craftsmanship. It is no coincidence that the materials they trust most are also the ones that can be infinitely recycled.

Our running polling data shows the consumers trust glass and want to see more of it offered. For brands, this trust comes with responsibility. Companies that overlook transparency or rely solely on complex or mixed materials risk sending the wrong message.

Consumers are paying attention, and brands that fail to offer glass options could lose credibility and even market share to competitors that align with consumer expectations for clarity and sustainability.

Recycling

During the US’ National Recycling Month this November, transparency takes on another layer of meaning. Consumers are not only paying attention to what is inside a package, but also what happens after it is used.

Glass is 100% recyclable and can be recycled endlessly without losing purity or performance. Each bottle can return to the shelf in as little as 30 days, forming a closed-loop system that keeps materials in circulation and waste out of landfills.

This local circularity builds another form of trust, the kind rooted in accountability and action. When consumers see brands choosing materials that align with their environmental values, they feel validated in their purchasing choices.

Product confidence

In addition, the ability to see a product’s natural colour, texture, etc., reassures consumers that what they see is what they get. That moment of confidence can translate into long-term loyalty.

Brands that communicate honesty through design, material choice, and sustainability messaging create consistency both in their image and in the consumer’s mind.

Takeaway

The lesson is clear: transparency is not just about packaging, it is also about trust. As consumers become more selective, they reward brands that let them see and understand what they are buying.

During National Recycling Month, that trust is reinforced through materials like glass, which offer both literal and environmental clarity. Brands that do not offer glass options risk falling behind in the trust economy.

By choosing glass, companies show not only what is inside their products but who they are as stewards of quality, honesty, and sustainability.

Sources:

1. Glass Packaging Institute, Economic Trends & Statistics 2025 Annual Meeting Report, Nashville, TN, October 2025, pp. 2–4.

2. Same source, pp. 4–8.

This article was originally published in the November/2025 issue of Glass International, available here.