What is Sunrise 2027 and how can brands prepare for it?
Digital barcodes are on the horizon
Throughout history, finding new and better ways of doing things has been a driving force for innovation. Not much is immune to optimisation, which is why it’s so strange to see things remain unchanged for decades. Funnily enough, one of those things is the barcode – specifically, the Universal Product Code (UPC), which has been in use for almost 50 years.
Revolutionizing Barcodes: Introducing the Digital Link 2D Barcode
But all that is about to change, as Standards body GS1 US has developed a QR-like Digital Link 2D barcode and is urging retailers to get behind it, with a worldwide push called ‘Sunrise 2027’. Unlike the 1D UPC code, which just contains a product’s global trade identifying number (GTIN), the 2D barcode is a GTIN + batch + logistics + marketing activation all in one.
One of the obvious strengths of the Digital Link 2D barcode is its ability to pull up information on a product’s origin, manufacturing details, sustainability practices, and care instructions, which is great news for consumers who are increasingly looking for greater transparency and traceability.
They also aid in inventory management across the supply chain, while preventing items with expired dates and recall orders from being sold. When it comes to food, this is handy, allowing retailers to keep an eye on products approaching their sell-by dates and offer discounts accordingly.
Benefits of Digital Link 2D Barcodes for Consumer Trust and Transparency
When it comes to a broader rollout of the Digital Link 2D barcode, we anticipate challenges during the ‘transition period’ where national brands will carry both the traditional UPC code and the 2D code. This is because not all retailers will have upgraded their POS checkouts to read the latter. Puma is one example of a brand whose labels currently carry both.
Helpfully, GS1 US has recently launched a cutting-edge ‘barcode capabilities test kit’ designed to assist retailers in assessing their preparedness for the impending 2D barcode transition. Moving forward, we anticipate a steady increase in products adorned with 2D barcodes or even a combination of both traditional and 2D variants.
For brands looking to build trust with their consumers, the Digital Link 2D barcode is likely to be highly beneficial. To make the most from this opportunity, they should seek to weave this new element into the bigger story told by their packaging, incorporating it into their brand strategy. For some, it may provide the ideal opportunity to reappraise their current packaging design.
At Equator, we’re well-placed to help you respond strategically to this changing industry standard particularly where it is being incorporated as part of a wider redesign project. Whatever your creative or strategic vision, our team is here to help you achieve it.
