For many brands, subscription models present a compelling opportunity. They offer direct access to customers, predictable revenue and frequent touchpoints that traditional retail rarely allows. In the UK, almost 30% of adults subscribe to at least one subscription box service – a substantial consumer base for brands to engage.

In a world where attention spans are frighteningly low, the brands that provide a dopamine hit with punchy packaging, limited drops and poppy content are the ones winning attention, sales and ultimately, subscribers. But after every dopamine hit comes a comedown, something many challenger brands struggle with.

Across different categories, retention has proven difficult, with average subscription lengths reported at around nine months and in categories such as beauty and personal care, up to 30% of subscribers cancel within the first 3-6 months – signalling a persistent churn issue for businesses. So, how can brands approach subscription in a way that encourages loyalty, advocacy and longevity?

Elevated but evolving packaging
In a subscription context, packaging becomes more than a vehicle to deliver a product. Early subscription brands such as Glossybox built momentum by recognising this shift. Its premium-feeling boxes turn delivery into something customers look forward to, and crucially, something they’re keen to keep and repurpose. Packaging isn’t just functional, it’s part of the experience. 

Because subscriptions arrive directly into the home, they create a direct moment between brand and customer, rather than needing to stand out on a crowded shelf. It’s an opportunity to express the brand’s character more freely. The packaging can focus less on attention and cut-through and more on tone, clarity and brand values. That said, subscription packaging also needs to remain effective over time. Designs that rely heavily on disruption or novelty can eventually become tired. One way to address this is to make small, deliberate updates – limited-edition boxes or new fresh messaging – that can maintain interest and spark surprise without constant reinvention. 

Sustainability is more than a nice-to-have 
Because subscription products arrive regularly, packaging volume is very visible. Excessive or unnecessary materials raise environmental concerns and can become a recurring reminder of wastefulness in their home, which might prompt a cancellation. Some brands are already demonstrating how subscription can make sustainability feel like a genuine benefit rather than a compromise. Wild Nutrition, for example, delivers its first order in a stylish, reusable glass bottle, with subsequent coming in an envelope to top up the bottle. Refill models, reusable containers and reduced materials work particularly well in subscription contexts because they improve with repetition. Over time, customers see less waste, making them feel positive about their subscription choice and more likely to keep them.

Becoming a lifestyle choice
The strongest subscription brands are those that integrate seamlessly into everyday routines. Rather than demanding attention, they remove small but persistent points of friction from daily life. Brands such as Estrid illustrate this approach. Their value isn’t rooted in novelty, but in reliability, delivering a product people don’t want to think about too often, in a way that feels predictable and low effort.

This matters because loyalty is rarely built through excitement alone. Subscriptions that endure tend to support a sense of order or self-maintenance. Even when products aren’t strictly essential, they become part of how people organise their lives, removing a chore and helping them feel organised. Packaging and brand design also fit into how people view their lifestyles. These products can reflect how people want to present themselves: someone who cares about the environment – such as a Who Gives a Crap toilet roll subscription, instantly recognisable in the bathroom – or as a coffee connoisseur with their premium subscription. 

Building emotional value, not just convenience
Convenience alone won’t necessarily sustain long-term commitment, but emotional value can, particularly in categories linked to care, wellbeing or self-improvement. Brands such as Curology build loyalty by pairing subscription with guidance, progress tracking and expert reassurance. The relationship feels ongoing and supportive, rather than purely transactional. Communication plays a central role here. Content needs to respond to people’s lives – seasonal changes, evolving needs, shifting routines – rather than defaulting to constant promotion. The technology must make subscriptions easy to pause and simple to adjust. Small touches, such as a message to confirm the customer expects or needs the next delivery, can make a brand feel considerate rather than sales-driven.

Beyond convenience, subscriptions offer a unique opportunity for deeper brand storytelling. For example, Riverford veg boxes include a letter from the founder in every delivery – sometimes describing the weather and harvest, other times sharing cultural or socio-political reflections. These small, personal touches turn subscribers into a “tribe,” fostering a sense of shared values and connection that goes beyond the product itself. Just as important, brands shouldn’t fear making cancellation straightforward. When customers feel they’re in control, rather than being desperately held onto, trust increases, and loyalty will follow.

The real opportunity
Subscriptions aren’t just a route to predictable revenue. They offer brands a rare chance to build sustained, direct relationships in a space free from shelf constraints and retail noise. Keeping things fresh and a drop of excitement every time the product arrives is important. The agility needed for this is often easier for challengers than for larger brands, where scale and operational complexity can slow change. That doesn’t mean subscriptions won’t work for big brands, but it does mean product relevance, experience, design and perceived value must align. A subscription should solve a real problem or enhance everyday life, not only replicate an existing purchase on a schedule.

The opportunity lies in restraint as much as creativity. Packaging, tone of voice and service design need to balance clarity with character, and consistency with responsiveness. As subscription markets mature, success will belong to brands that treat subscribers as participants in an ongoing relationship, not just recurring transactions. Loyalty isn’t built through dopamine alone, but through consistency, care and relevance