Digital Product Passports: Brand tactics and customer insights
In this report you will get a clear overview of the trends, frontrunners, customer insights and competitive moves shaping the Digital Product Passport (DPP) landscape in 2026 – and what they mean for your business.
Digital Product Passports (DPPs) are becoming a new reality in commerce, and frontrunners are already looking beyond compliance to gain a competitive edge.
Together with researchers from Aarhus University and in collaboration with Lifestyle & Design Cluster, we studied how 39 existing customers interacted with live DPPs from 12 brands.
In this report, we bring those perspectives together: what is changing, what customers actually value, what we can learn from frontrunners – and where we see the biggest business opportunities for brands.
Our customer research included DPPs from Wrangler, Dondup, Nudie Jeans, Kappahl, Nilson Group, Green Cotton Group, HOLMRIS B8, Craft Sportswear, Sport Group, Roccamore, MOS MOSH and Paul Smith.
An overview of the dpp landscape
Where DPPs stand today, what’s changing and what businesses need to know as regulation moves closer to implementation.
Insights from real customers
See what we learned from 39 customers interacting with DPPs from 12 brands – including what makes them scan, what creates friction and which information they actually value.
inspiration from the frontrunners
Explore how brands are already using DPPs and Digital IDs to build trust and loyalty, enable care and repair, support re-commerce, protect authenticity and create new customer touchpoints.
A practical way to get started
Get seven steps to move from business case and data foundation to customer experience, piloting, and scaling.
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