With new regulatory frameworks such as the EU’s Digital Product Passport (DPP) and Digital Deposit and Return Systems (DDRS), brands must meet growing demands for transparency. Companies that adapt early will stay competitive.

GS1’s Sunrise 2027 Initiative supports the shift from 1D barcodes to 2D (GS1 Digital Link) barcodes. These codes connect products to the internet and can host real-time data, enabling deeper transparency, stronger consumer trust and operational efficiencies. Unlike traditional 1D barcodes, GS1 Digital Link codes can unlock rich content and interactive experiences. One scan can give consumers immediate access to verified product and ingredient information, sustainability credentials and brand stories. This not only builds loyalty but also offers direct marketing and data collection opportunities.

2D barcodes also help provide access to product information such as inventory levels, sell-by dates and recall notices. For retailers, they help with inventory checks, prevent the sale of expired goods and enable dynamic pricing. For marketers, they support e-commerce offers, feedback collection and first-party data insights.

A lot of private and retail brands have now initiated their pilots. To maximise the benefits and permit future upscale and enriched codes, brands need a trusted partner guiding the digital transformation project from e.g. pre-printing to inline printing without reducing production speed. With extensive experience and understanding of GS1 Digital Link QR code adoption, partners like Markem-Imaje enable brands to create and manage the codes, connect and embed data, scale easily, transition to inline printing and offer a powerful toolset for consumer engagement.