In influencer marketing today, it’s not just about what you send, but how you send it. Yet we still see PR boxes that are several times larger than their contents. A few products in a huge box, layers of filler, decorations with no further use. And the result? A pile of waste that goes straight into the trash.
Oversized packaging may be intended to create a “wow effect” during unboxing, but the reality is different. Influencers are overwhelmed with dozens of packages every month and openly admit that a large portion of both packaging and products remains unused, given away, or in the worst case, thrown away. Industry estimates suggest that up to **50% of PR content never finds any meaningful use**.
Excessively large PR boxes no longer feel luxurious or premium. Quite the opposite. In the eyes of influencers and their followers, they symbolize wastefulness, a lack of understanding of sustainability, and poorly thought-out marketing. Criticism comes not only from followers’ comments, but also directly from creators, who openly point out the non-ecological and inefficient practices of brands.
The conclusion is simple: a bigger box does not mean a bigger impact. It only means more waste. Brands that want to stay relevant must stop building marketing around packaging volume and start thinking about purpose and responsibility.
