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Gerhart Seichter & Thomas Rödding in W&V: Opportunities of the Digital Product Passport for Brands.

Updated: Aug 30, 2023

The digital product passport is coming. For some, this fact may still be a long way off. But others are already looking at the possibilities and boldly taking a step forward.

Case manufacturer B&W, for example, is planning to introduce the Digital Product Passport to its first product line - even if the industry is not at the forefront of the planned rollout.

Because: B&W sees opportunities in the Digital Product Passport above all - especially for the company's marketing.

Curious? Then take a look at the article from W&V, a German trade journal for the communications and media industry(in German, English summary below).


The EU is launching a new initiative requiring products sold in the European market to possess a digital product passport. This measure aims to provide customers with information about their purchases while also presenting opportunities for businesses. The implementation will be gradual, targeting companies with over 250 employees, and is expected to be completed across various industries by 2030. The exact contents of the digital product passport, which may include details such as model, manufacturing number, warranty, CO2 emissions during production, and material recyclability, are yet to be finalized. Despite the obligation and effort involved in gathering required data, companies can benefit from cross-selling and after-sales marketing activities. B&W International, a luggage manufacturer, has already tested the digital product passport, using NFC-chip-enabled stickers on their products to provide information to customers via smartphones. While sectors like textiles, footwear, furniture, ceramics, tires, and electric mobility are among the first to adopt this initiative, companies operating in the European market should prepare for the upcoming digital product passport requirement, even if their industries aren't prioritized.


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