Digital Product Passport - why the DPP is Forcing Companies to Act Now
The Digital Product Passport (DPP) will fundamentally change the product economy in Europe. What may still seem like a regulatory obligation today could turn out to be a strategic advantage. But what steps need to be taken now? And how can companies use the DPP profitably? These questions were at the center of the first major workshop of CEN & CENELEC JTC 24, the committee developing the standards for the DPP.
I had the honor of speaking as Co-Chair of JTC 24 to over 150 participants about the latest progress and challenges. Organized by the I-SENSE Group, the event brought together experts from across Europe. The goal: to create a cross-industry, unified solution for businesses.
But the real question is: What does this mean for companies in concrete terms?
Regulatory Pressure is Increasing
The Ecodesign for Sustainable Products Regulation (ESPR) will make the Digital Product Passport mandatory by 2030 – across almost all industries. Any company wanting access to the EU market cannot avoid the DPP. This means:
No DPP, no market access – Companies that are not prepared risk high costs and delays.
Compliance with standards is essential – Unified, interoperable DPPs are necessary to ensure transparency and traceability.
Data management becomes a key factor – Companies that do not have their product data under control will face problems.
Pressure on businesses is increasing – but at the same time, there is a great opportunity for innovation and efficiency.
More Than Just Compliance: Why the DPP is a Strategic Advantage
Many companies see the Digital Product Passport as a bureaucratic burden. However, when used correctly, it becomes a gamechanger:
Supply chain transparency: All relevant product information is available at a glance – for customers, suppliers, and authorities.
Sustainability & circular economy: The DPP provides the foundation for recycling and repair models. Companies that promote circular business models gain an advantage.
Competitive edge: Those who adopt the DPP early strengthen their brand and differentiate themselves from the competition.
An example: A major fashion retailer is already integrating the DPP into its product strategy. Customers can scan a product to track where the raw materials come from, whether it is recyclable, and how to care for it. This strengthens customer trust – and increases brand loyalty.
How Companies Should Prepare Now
The DPP is not just a data storage tool but depends on the quality of the information it holds. Product Information Management (PIM) plays a key role. Without a structured data foundation, the DPP remains an empty shell.
The Key Steps:
Centralize product data – A PIM system ensures consistent, accessible data.
Check data quality – What information is currently missing for the DPP?
Define interfaces – How can existing systems be connected to the DPP?
Leverage added value – How can the DPP be used in customer communication?
Good news: Companies do not need to wait for finalized laws to take action. Those who invest now will save high costs later.
Conclusion: Act Now to Secure Your Advantage
The standardization of the Digital Product Passport is gaining momentum – and companies should start preparing now. 2030 may seem far away, but those who make smart decisions today will have a crucial advantage later.
The DPP is not a burden but a huge opportunity. Companies that use it strategically will position themselves as pioneers in a transforming product economy. Now is the right time to take the first step.