The growing awareness of sustainability has brought many positive changes to the market—but also a serious problem: greenwashing. Companies increasingly use terms like “eco-friendly,” “sustainable,” and “natural” without providing solid proof behind these claims. This not only erodes consumer trust but also exposes businesses to growing regulatory risk, especially under new EU legislation. The Digital Product Passport (DPP) shifts this dynamic. Instead of vague marketing, it offers brands a way to communicate verified, structured, and transparent sustainability data.
At the core of every Digital Product Passport are factual details about the product—covering the origin of raw materials, processing and transportation methods, and options for reuse, recycling, or disposal. Unlike generic claims, the DPP provides consumers with direct access to real information, often via a QR code on the product. Within seconds, a customer can verify who made the product, with what materials, under what conditions, and what to do with it after use.
This isn’t just marketing—DPP relies on structured, standards-based information from the supply chain, updated in real-time. It’s accessible to all stakeholders: consumers, regulators, partners, and recycling centers. That level of transparency drastically reduces the risk of manipulation and demonstrates a brand’s serious commitment to sustainability.
The Digital Product Passport isn’t arbitrary—its format, structure, and data are defined by EU regulations like the Ecodesign for Sustainable Products Regulation (ESPR). Brands can no longer cherry-pick what they want to show as “green.” Instead, they must follow a common framework that applies equally across industries.
Beyond regulatory compliance, this standardized structure enables fair comparisons between brands. Consumers no longer need to guess which product is truly sustainable—because both are measured and verified by the same criteria.
A key strength of the DPP is its traceability. Each data entry can be linked to its source and time of recording. If a product claims to use certified organic cotton, for example, the DPP can include a direct link to the certificate, the supplier’s information, and the production date. This enables audits and inspections—and more importantly, gives consumers confidence.
Advanced versions of DPPs also use blockchain technology, which guarantees data immutability. Once verified and recorded, the information can’t be edited without leaving a digital footprint. This eliminates the risk of retroactive manipulation, which is a frequent foundation of greenwashing.
Implementing a DPP isn’t just a technical innovation—it’s a reputational strategy. Brands that want to build long-term trust must be transparent. DPP allows customers to see what was once considered “internal information,” and this openness becomes a competitive advantage.
In an era when consumers expect more than just a product, and when brand value is tied to integrity and openness, the DPP turns sustainability from a marketing claim into a measurable reality.
The Digital Product Passport helps brands move beyond vague eco-claims and into a new era of accountability. It reduces greenwashing risks, ensures compliance, builds trust, and supports true sustainability.
Want to implement DPP in your business and show that your commitment to sustainability is more than a slogan?
Email us at info@nos.hr — let’s build a digital foundation for a transparent and resilient future together.
