In an era where trust is currency and sustainability is a non-negotiable, shoppers are demanding more than just green labels and vague promises. They want proof.
Enter digital product passports (DPPs), a game-changing tool that gives consumers instant access to a product’s entire journey, from materials sourcing to sustainability credentials. That means, whether they’re buying a pair of running shoes or the latest smartphone, DPPs are making it easier to for them to shop smarter, cut through greenwashing, and support brands that truly walk the talk.
THE FUTURE OF SHOPPING IS TRANSPARENT
Consumers often wonder where their clothes were made, how much carbon their new shoes emitted during production, or whether that “eco-friendly” label actually means anything.
These passports help consumers answer those traceability questions in seconds. By simply scanning a QR code, consumers can unlock a product’s full story, from materials, to manufacturing processes, to certifications DPPs can also be used by brands wanting to go the extra mile by sharing product impact, such as its unique carbon footprint, plus use phase care instructions and even repair or recycling options, helping shoppers take control of their own habits to lower their unique footprint.
This isn’t just a marketing gimmick. The European Union’s new regulations, like the Ecodesign for Sustainable Products Regulation (ESPR), will soon require brands to disclose detailed impact data. That means transparency is shifting from a nice-to-have to a must-have, and the brands that embrace it now will be ahead of the curve.
HOW DIGITAL PRODUCT PASSPORTS WILL HELP CONSUMERS SHOP SMARTER
Instead of relying on vague sustainability claims, shoppers can view and verify a product’s impact. Plus, using climate data in marketing is already tried and tested, benefitting both consumers and brands.
After an entire career dedicated to sustainability, this is the point I try to drive home most often: Consumers can determine if a product is designed with longevity in mind (think durable, repairable, and end-of-life options like 100% recyclable).
Lastly, in an overcrowded market where fast fashion remains dominant, consumers can choose to back brands that are genuinely working to reduce their footprint. Instead of falling for greenwashing tactics or supporting companies that overlook sustainability altogether, consumers can reward those making real progress toward a lower-impact future.
WHY BRANDS ARE PAYING ATTENTION
For many companies, DPPs aren’t just about compliance. They’re about consumer trust and finding a competitive edge.
With shoppers becoming more conscious, brands that offer full transparency win loyalty. Instead of empty promises, they can showcase real data about their impact.
To power this level of transparency, brands need serious data. By automating carbon calculations across thousands of products, companies like ours help brands seamlessly integrate real-time impact data into digital product passports.
Luxury resale platforms are beginning to use DPPs to help consumers make informed second-hand purchases. Sportswear brands will be integrating them to help shoppers compare different material choices. Even electronics companies are adopting them to offer innovative repair and recycling pathways, moving to a more circular economy.
We’re partnering with forward-thinking companies like British jewelry brand Missoma and global lingerie brand Triumph to share product-level impact data through dedicated passports, ahead of ESPR regulations. These regulations will require DPPs but won’t fully mandate them for at least another year.
Triumph’s first digital product passports are now available to e-commerce customers, says Vera Galarza, Triumph’s global head of sustainability. “At Triumph, it’s crucial that the data is completely accurate,” she says, as customers want reliable and trustworthy information.
For consumers, this means easy-to-understand environmental facts at their fingertips. For businesses, it means more accountability, better design choices, and deeper engagement with sustainability-minded customers.
“At Missoma, we’ve always believed in pushing boundaries when it comes to sustainability and transparency, says Marisa Hordern, founder and creative director at Missoma. “This technology gives our customers a deeper connection to their jewelry, allowing them to trace every step of its journey, from ethically sourced gemstones to the final handcrafted piece.” Missoma plans to expand use of DPPs across more of its collections, to help set a new traceability standard for the jewelry industry. “We will also continue to empower our community to make more informed and conscious choices,” she says.
SHOPPING IN THE AGE OF ACCOUNTABILITY
For consumers, digital product passports mean more power, better choices and fewer regrets in the buying process.
DPPs are not just a trend. They’re becoming a legal requirement and will be part of your brand’s future. Soon, checking a product’s impact will be as normal as checking its price tag. That’s why it’s exciting that the brands leading the way today aren’t just ticking regulatory boxes—they’re reshaping the shopping experience.