By Matthew Ekholm
As the future of our planet continues to raise concern, the importance of greater sustainability is only becoming a more pressing issue that society must tackle. It can already be seen that the modern consumer is taking note of this global emergency and employing a more eco-conscious eye. From the return of the glass milk bottle in some communities, as people turn their heads away from consuming excessive, unnecessary amounts of plastic, to Vogue predicting ‘free from’ makeup products will be the trend of 2025 due to consumers increasingly scrutinizing an item’s production, the material used, and its subsequent environmental impact, it is clear the consumer mindset is changing.
In the same vein, governments are also taking note and implementing a range of initiatives to support a more circular and sustainable economy. In the past year, the EU has implemented a range of legislation to force businesses to change and become more eco-conscious providers. This includes the Ecodesign for Sustainable Products Regulation (ESPR), which stands as part of the EU’s Circular Economy Action Plan and aims to advance the sustainability factor of products circulating in the EU marketplace.
However, while some businesses are taking meaningful strides to contribute to circularity, others want the kudos without putting in the work, and it’s often difficult for end-users or buyers to distinguish between the two, hence accusations of greenwashing become more prevalent.
Utilising the EU’s legislation to build consumer trust
The ESPR, alongside the EU’s other sustainability legislation, could potentially be seen as a burden for businesses that place products in the EU market due to their complex and varied requirements. This pressure is compounded by the strain on businesses to appeal to consumers’ growing appetite for sustainable products and services.
There is however an incredibly clear way to solve one issue by leaning into another. Through their ESPR compliance efforts, and particularly the legislation’s mandate of Digital Product Passports (DPPs), businesses can comply, and prove their sustainability credentials to appeal to consumers in one fell swoop.
DPPs – The key to connecting with the modern consumer
DPPs, by design, act as a lynchpin for sustainability efforts by facilitating information sharing that is vital to both consumers and producers in terms of the sustainability credentials of a product. They act as a digital record of a physical product, securely keeping track of information about it across its lifecycle, with the ability to include event or transactional data, or even data about its sustainability credentials like the carbon footprint of its production and more.
Uniquely, DPPs also enable businesses to provide a clear path to end-of-life handling – for example, they can provide information on how to dispose of items in the most environmentally friendly way and what materials can be recycled. To access the DPP, consumers will have to scan a data carrier (such as a barcode or QR code) which will be affixed to the physical product with a device such as a smartphone.
With the data that DPPs provide, such as that noted above, being accessible to the consumer, there is very clear guidance for consumers to take more sustainable action. Moreover, through such insight, consumers should feel reassured that the purchases or ‘parts’ of purchases they make have another lease of life.
Similarly, DPPs enable businesses to appeal to the modern consumer by providing a way to offer and access information on the sustainable ‘make-up’ of their product. This can include additional information on a range of fronts, including but not limited to where a product’s materials were sourced and key data points relating to the raw material extraction processes. By providing the consumer with such precise data on the entire lifecycle of a product, businesses can validate their sustainability claims and ensure accusations of greenwashing are quickly dismantled due to the proof DPPs provide.
As Forbes noted, 88% of consumers are more likely to be loyal to a company that supports social and environmental causes. By incorporating DPPs, your consumer is provided with the ‘behind-the-scenes’ stories about how your products, services, or operations are made more sustainable. This increased transparency is not only effective in mitigating greenwashing claims but also is likely to support a loyal customer base by positioning the company as accessible, honest, and true to its pledge.
DPPs can also improve the experience for customers accessing the resale market, allowing them a convenient means to verify ownership and sourcing of products, the history of any repairs or upgrades, and the authenticity of the products they purchase.
Considering challenges in tandem: Being at the forefront of sustainable businesses
Businesses keen to thrive and connect with the modern consumer and their shifting mindset should take action now, not only to comply with the EU’s ESPR or its DPP mandate but also to be seen as a key brand taking sustainability seriously. As DPPs enable brands to showcase their sustainability pledge, the reputation as an eco-conscious, circular company is likely to increase brand reputation and loyalty.
By positioning themselves to tackle the ESPR’s DPP mandate in a forward-thinking manner, businesses can start a new chapter and effectively position themselves as a brand of the future – with the data to back it up. Moreover, as the consumer’s eye continues to become more ‘eco-conscious’, getting ahead of this now and beginning your DPP journey will allow you to become a circularity trailblazer in your sector.
About the Author
As Digital Product Passport and Circularity Specialist at Protokol, Matthew Ekholm is responsible for Protokol’s DPP offering, understanding and translating customer needs into value-adding solutions. A former Director of Circular Services at a Multi-National Packaging company, and a former Operations Manager for Circular Economy Transformation, Matthew has years of experience helping companies develop new circular business models and unlock new opportunities through an increased focus on sustainability and circularity.
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