Piloting Sustainability Data with GS1’s Next-Gen Barcode

How can a barcode help drive sustainability?

In a pilot project led by GS1 Belux and Sustenuto, the potential of the GS1 two-dimensional barcode with digital link was explored as a tool for sharing product-related sustainability information. Framed within the context of the EU Green Deal and upcoming legislation like the Digital Product Passport, the project tested real-world use cases—ranging from deforestation-free chocolate to eco-labelled detergents. Despite limited bandwidth from companies due to CSRD priorities, the pilot revealed strong interest in digital sustainability data and highlighted the importance of tailoring information to diverse user needs.

Watch the video to see the project explained.

Project Goal

This pilot project explored how the GS1 two-dimensional barcode with digital link—a next-generation standard for sharing product information—can be used to communicate product-related sustainability data. The initiative was framed within the context of upcoming EU Green Deal legislation, including:

• ESPR (with a focus on the Digital Product Passport)

• PPWR (Packaging and Packaging Waste Regulation)

• EUDR (EU Deforestation Regulation)

• And other relevant frameworks

The project was designed as a pilot to test potential use cases and boundary conditions based on user needs.

Sustenuto’s Role and Responsibilities

In this pilot project cocreation was central meaning that GS1 Belux & Sustenuto co-steered the project on its scope, desired outcome, and implementation. Regular meetings were set up with the GS1 Belux and Sustenuto team members contributing across three key areas:

 1. Research & Training

• Delivered training sessions on the EU policy and legislative landscape related to product sustainability

• Scoped legal frameworks to identify relevant use cases for the barcode

2. Guidance & Stakeholder Engagement

• Coached GS1 Belux team members and GS1 member companies

• Engaged with external stakeholders (authorities, NGOs, consumer representatives) to understand user needs and expectations for sustainability information

3. Use Case Development & Optimisation

• Developed two concrete use cases: Chocolate & EUDR (deforestation-free sourcing) and Detergents & PPWR/Detergent Regulation

• Presented the chocolate use case at the GS1 Forum 2024

• Summarised lessons learned for GS1 Belux’s innovation team

Challenges and Responses

The EU Green Deal generated a lot of new legislation to be implemented by companies with the CSRD on mandatory sustainability reports clearly ‘draining’ the most resources within companies on the short term. It was there for challenging to get sufficient engagement from GS1 Belux member companies for this project during its execution period. This did not prevent us from gaining valuable insights on what type of information on product sustainability could be shared for whom and how, thus supporting GS1 in the preparation of the roll-out of the two dimensional barcode by 2027.

Project Approach

The project followed a three-phase structure:

Phase 1: Scoping EU Legislation

First a scoping of EU policies and legislations to select relevant use cases. We started with six EU legislations and narrowed it down to three relevant for the two use cases.

Phase 2: Stakeholder Engagement

Next to companies in the GS1 membership that use GS1 data systems for sharing product related information efficiently, we engaged with additional stakeholders, such as authorities and consumers representatives, as the potential users of product related sustainability information are large. This helped us gain valuable insights in who is seeking what kind of information by when

Phase 3: Knowledge Consolidation

Finally we summarized lessons learned and observations collected through the pilot project in different formats (detailed tables, executive summary, presentation) to support GS1 Belux in the further roll-out of the two dimensional barcode for product related sustainability information.

 Key Learnings

• Stakeholders are enthusiastic about the many possibilities and flexibility offered by the next generation barcode.

• Timing and resources at companies are bounded. Not all EU Green Deal obligations can be tackled simultaneously. Companies proceed in a stepwise approach and most often start with the CSRD/ESRS implementation. Sustainability information at product level is next.

• Different users (companies, suppliers, retailers, consumers, authorities, recycler,..) have different needs related to sustainability information at product level. Any digital solution on sustainability information at product level should take this into account to be able to developed dedicated accesses tailored to each set of needs.

• From a legal point of view, many different legal frameworks will over time make sustainability product performance or sustainability information on (consumer) products mandatory. It is always more comfortable to anticipate obligations and prepare upfront to meet those new requirements.