What will drive the marketing and advertising industry in 2024? Leading experts from a range of disciplines were asked about this. Among them is Thomas Rödding - who predicts great opportunities for the industry through the Digital Product Passport:
Supply Chain Act, sustainability reporting obligations and soon the requirement to introduce a digital product passport: Many companies are currently groaning in the face of increasing EU regulation. The good news is that if companies get it right, these burdensome obligations can be turned into real competitive advantages with little effort. The Digital Product Passport, for example, not only ensures traceable sustainability by providing information on a product's origin, manufacture and journey. The DPP also provides an entirely new customer touchpoint that can communicate with people in text, sound and image. This opens up a whole new world of interaction for marketing. So my trend tip for 2024 is quite clear: the first companies will make their products talk.