Markem-Imaje's New Solutions Turn GS1 QR Codes into Gateways for Ethical Transparency
In a significant move for the future of retail transparency, Markem-Imaje has unveiled two new software solutions—CoLOS® 2D Activate and CoLOS® 2D Engage—designed to help brands maximize the potential of GS1 Digital Link QR codes. These tools transform QR codes from mere compliance checkpoints into dynamic portals for supply chain visibility, regulatory transparency, and personalized consumer engagement.
As Viktor Hermansson, Global Marketing Director at Markem-Imaje, explains, 'With GS1 Digital Link, a single QR code can support retail checkout, supply chain visibility, regulatory transparency and personalized consumer engagement.' This capability is crucial as the industry moves toward the 2027 GS1 Sunrise deadline, when 2D barcodes will become the norm at retail point-of-sale.
The launch underscores a pivotal shift: 2D barcodes are no longer just about efficiency—they are about data. For the Ethical Transparency Alliance, this is a call to action. The same infrastructure that enables checkout scanning can carry verified ethical claims, from fair labor practices to sustainable sourcing. By embedding structured data like the proposed 'gs1:ethics' link type, brands can provide machine-readable proof of their commitments, empowering consumers to make informed choices.
Markem-Imaje's advisory offering further supports brands in navigating this transition, ensuring they are not only compliant but also positioned to lead in transparency. As the retail landscape evolves, the integration of ethical data into 2D barcodes will be essential. The technology is ready; now we must ensure ethics is part of the conversation.
Why this matters for the Ethical Transparency Alliance:
This development is pivotal for the Ethical Transparency Alliance because it demonstrates that the technical infrastructure for 2D barcodes is rapidly maturing, making it feasible to embed standardized ethical data. By leveraging GS1 Digital Link, brands can go beyond basic traceability to include verified claims about labor conditions and environmental impact. This aligns with ETA's mission to advocate for a dedicated 'gs1:ethics' link type, ensuring that ethics becomes a core component of retail transparency. As more companies adopt these solutions, the pressure mounts for industry-wide standards that prioritize ethical data, shifting market power toward businesses that prioritize people and planet.