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From Eco-Conscious to Actionable: How Brands are Embracing QR Codes for Sustainability – Advertising Week
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data-url="https://advertisingweek.com/from-eco-conscious-to-actionable-how-brands-are-embracing-qr-codes-for-sustainability/"> <div class="post-title-container"> <div class="thb-post-top"> <aside class="post-meta style1"> <a href="https://advertisingweek.com/category/editorial/" class="cat-editorial" aria-label="Editorial">Editorial</a> </aside> <aside class="post-date"> April 24, 2024 </aside> </div> <header class="post-title entry-header"> <h1 class="entry-title" itemprop="headline"> From Eco-Conscious to Actionable: How Brands are Embracing QR Codes for Sustainability </h1> </header> <aside class="post-author"> <em>by</em> <a href="https://advertisingweek.com/author/aw_administrator/" title="Posts by Advertising Week" rel="author">Advertising Week</a> </aside> </div> <figure class="post-detail-gallery"> <img width="1170" height="600" src="https://advertisingweek.com/wp-content/uploads/2024/04/169rq-1170x600.jpg" class="attachment-thevoux-single-2x size-thevoux-single-2x wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://advertisingweek.com/wp-content/uploads/2024/04/169rq-1170x600.jpg 1170w, https://advertisingweek.com/wp-content/uploads/2024/04/169rq-585x300.jpg 585w, https://advertisingweek.com/wp-content/uploads/2024/04/169rq-20x11.jpg 20w" sizes="(max-width: 1170px) 100vw, 1170px" /> </figure> <div class="post-share-container"> <aside class="share-article hide-on-print share-article-single fixed-me show-for-medium"> <a href="https://advertisingweek.com/from-eco-conscious-to-actionable-how-brands-are-embracing-qr-codes-for-sustainability/" class="boxed-icon comment style1"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" width="13px" height="13.091px" viewBox="0 0 13 13.091" enable-background="new 0 0 13 13.091" xml:space="preserve"> <path d="M13,0.919v9.188c0,0.504-0.413,0.918-0.92,0.918H6.408l-2.136,1.838C3.999,13.094,3.62,13.166,3.284,13 c-0.321-0.137-0.528-0.461-0.528-0.826v-1.148H0.919C0.413,11.025,0,10.611,0,10.107V0.919C0,0.414,0.413,0,0.919,0H12.08 C12.587,0,13,0.414,13,0.919z M12.08,0.919H0.919v9.188h2.756v2.066l2.389-2.066h6.017V0.919z"/> </svg><span>0</span></a> </aside> <div class="post-content-container"> <aside class="ad_before_content"><!-- 728x90 Article [iframe-no-js] --> <p><iframe src="https://servedbyadbutler.com/adserve/;ID=167788;size=728x90;setID=590304;type=iframe" width="728" height="90" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p></aside> <div class="post-content entry-content cf" data-first="B" itemprop="articleBody"> <p><em>By Katherine Ryan, Vice President Brand Marketing, Bitly</em></p> <p>Today鈥檚 consumers aren鈥檛 just casual shoppers鈥攖hey鈥檙e eco-conscious, committed to taking strides toward responsible consumption, and are the most informed advocates of sustainability we鈥檝e seen in decades. In fact, <em>The Economist</em> notes a significant surge in searches for sustainable products, up by 71% since 2016, signaling what they call an “<a href="https://impact.economist.com/perspectives/sites/default/files/an_ecowakening_measuring_awareness_engagement_and_action_for_nature_final_may_18_2021.pdf">eco awakening</a>.” McKinsey & Company’s study further reveals that over 60% of respondents are <a href="https://www.mckinsey.com/industries/packaging-and-paper/our-insights/sustainability-in-packaging-inside-the-minds-of-us-consumers">willing to pay extra</a> for products with sustainable packaging.</p> <p>This heightened focus on eco-consciousness isn’t confined to specific industries, either. It spans sectors from pharmaceuticals and the food and beverage industry to retail and consumer packaged goods. Brands realize that meeting customer expectations now means more than just delivering quality products; it requires aligning with consumer values, too. Many consumers seek companies committed to safeguarding the planet’s future, and brands in turn are recognizing that embracing sustainability is a powerful way to connect deeply with their audiences.</p> <p>Take Target, for instance. The company has made significant strides in <a href="https://corporate.target.com/news-features/article/2024/04/earth-month-target-forward-2024">environmentally friendly packaging</a>, largely driven by customer expectations. Similarly, <a href="https://www.walmartsustainabilityhub.com/waste/sustainable-packaging/goals">Walmart</a> and <a href="https://www.thekrogerco.com/loop/">Kroger</a> are exploring sustainable options like reusable packaging and private label packaging to improve recycling practices in the coming years.</p> <p>Recent Earth Day celebrations around the globe serve as a helpful reminder that all companies should invest in developing a sustainable practice strategy over the coming years as consumer demand is only expected to grow. After all, it’s not just about offering eco-friendly products; it鈥檚 also about <a href="https://bitly.com/blog/qr-codes-for-sustainability/">strengthening brand-consumer relationships </a>and integrating sustainability into every aspect of business operations. As brands strive to align with eco-conscious consumer values, technological innovations have emerged as powerful tools for achieving these goals.</p> <p>Many technologies鈥攍ike QR Codes鈥攁re already being implemented throughout the retail and consumer packaged goods industries to help educate, empower, and foster deeper consumer connections all with the scan of a code. Brands are adding QR Codes to hang tags, product packaging, and more to revolutionize how consumers connect with brands while also reducing the amount of print materials needed to convey important information, discounts, and content.</p> <p>Brands can strengthen consumer connections through QR Codes while also walking the walk when it comes to sustainability. Here are a few ways to get started:</p> <h2><strong>Consumer Engagement and Education:</strong></h2> <p>QR Codes serve as a direct link between brands and consumers, providing transparent<br /> information on product origins, sustainability features, and recycling guidelines. For example, scanning a QR Code on product packaging can lead consumers to website content that shares the brand’s sustainability efforts, product sourcing, recycling tips, and more. This engagement fosters a deeper connection between consumers and brands aligned with their eco-conscious values.</p> <h2><strong>Beyond Supply Chain Optimization:</strong></h2> <p>QR Codes revolutionize supply chain management, offering brands a channel for comprehensive product visibility from production to delivery. By scanning a QR Code, brands gain invaluable insights into a product’s journey, including its lifespan, delivery schedule, and environmental impact. This enhanced traceability not only ensures accountability for shipped products but also facilitates informed decision-making at every stage of the supply chain.</p> <h2><strong>Creating a Sustainable Future:</strong></h2> <p>QR Codes play a crucial role in driving meaningful change towards a greener future. By integrating QR Codes into recycling initiatives, brands can enhance sustainability efforts. For instance, QR Codes on product packaging can guide consumers to recycling guidelines, local centers, or initiatives promoting reusable packaging. Offering incentives or rewards for recycling through QR Codes encourages consumer participation in eco-friendly practices, fostering a collaborative effort between brands and consumers.</p> <p>Technology, including QR Codes, empowers brands to engage directly with consumers, offering insights into sustainability and product information. By embracing QR Codes and other tech-driven strategies, brands can deepen their commitment to sustainability while working towards a more eco-conscious future.</p> <aside class="ad_after_content cf"><!-- 728x90 Article [iframe-no-js] --> <p><iframe src="https://servedbyadbutler.com/adserve/;ID=167788;size=728x90;setID=590304;type=iframe" width="728" height="90" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p></aside> <footer class="article-tags entry-footer"> <div> <strong>Tags:</strong> <a href="https://advertisingweek.com/tag/tech/" title="">Tech</a> </div> </footer> </div> </div> </div> <aside class="share-article hide-on-print share-article-single hide-for-medium"> <a href="https://advertisingweek.com/from-eco-conscious-to-actionable-how-brands-are-embracing-qr-codes-for-sustainability/" class="boxed-icon comment style1"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" width="13px" 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