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The retail and supply chain landscape is on the verge of a monumental shift. By 2027, the familiar 1D barcode will make way for the data-rich 2D barcode, a transition driven by the global Ambition 2027 initiative, known as Sunrise 2027 in the United States (US). This evolution promises to unlock unprecedented levels of product information, streamline supply chains, and empower consumers like never before.
To shed light on this transformative movement, Jenna Wagner, Global Marketing Director at TEKLYNX, sat down with Teresa Williams, Director of Strategic Accounts at GS1 US, which is the organization at the heart of supply chain standards. Teresa has over a decade of AIDC experience and in this exclusive Q&A, Teresa explains what this transition means for businesses, regulators, and consumers, and how it intersects with critical global trends like the Digital Product Passport (DPP), food transparency, and sustainability.
Jenna Wagner (JW), TEKLYNX: Teresa, thank you for joining us. To start, could you explain what the Ambition 2027/Sunrise 2027 initiative is and why it’s such a critical step for the industry?
Teresa Williams (TW), GS1 US: Of course. For over 50 years, the 1D barcode has been the standard for product identification at the point-of-sale. It’s been incredibly successful, but its capacity is limited to a simple product number. In today's digital age, consumers, businesses, and regulators are demanding far more information. A recent GS1 US survey found that 77% of shoppers consider detailed product information important when making a purchase, and 62% are willing to pay more for it.
Ambition 2027, or Sunrise 2027 as we call it in the US, is the global initiative to transition to 2D barcodes, like QR codes or GS1 DataMatrix, at the point-of-sale by the end of 2027. These barcodes, powered by the GS1 Digital Link standard, can hold a vast amount of information. A single scan can link to a product's webpage, provide nutritional data, verify its authenticity, or share detailed sustainability and sourcing information. It’s about moving from a barcode that just identifies a product to one that tells its entire story.
JW: That’s a powerful concept. We're hearing a lot about new regulations like the EU's Digital Product Passport (DPP). How does this tie into the move to 2D barcodes?
TW: The Digital Product Passport is a perfect example of the kind of regulation that makes the transition to 2D barcodes essential. The EU’s Ecodesign for Sustainable Products Regulation (ESPR), which came into force in July 2024, mandates the DPP for a growing range of products sold in the EU. The DPP acts as a digital identity card for a product, containing detailed information about its sustainability, circularity, and compliance with regulations.
This information includes everything from the product's material composition and origins to its repairability score and lifecycle environmental impact. To make this data accessible, each product will need a data carrier, and the 2D barcode is the designated technology. It serves as the physical gateway to the digital passport, allowing consumers, businesses, and authorities to access this wealth of information with a simple scan. Without the data capacity of 2D barcodes, implementing the DPP at scale would be impossible.
JW: Beyond the DPP, what other regulatory trends are driving the adoption of 2D barcodes, particularly in the food industry?
TW: The food industry is another sector where the demand for transparency is a major driver. We're seeing a wave of global regulations aimed at enhancing food safety and traceability. In the US, the FDA’s Food Safety Modernization Act (FSMA), specifically Rule 204 on food traceability, imposes new record-keeping requirements for certain foods, for which 2D barcodes are a critical enabling technology.
Similarly, the EU has its own stringent food safety and transparency regulations. These initiatives are all pushing for the same thing: a clear line of sight from farm to fork. 2D barcodes provide a standardized way to link a physical food product to its digital record, enabling enhanced recall readiness, preventing food fraud, and giving consumers confidence in the safety and authenticity of what they eat.
JW: Sustainability is a major focus for many companies. How does the transition to 2D barcodes support sustainability goals?
TW: The connection is very direct. Firstly, by moving information online, 2D barcodes can significantly reduce packaging waste. Instead of printing extensive information on the label or including paper inserts, brands can link to digital documents, manuals, and certifications. This aligns with regulations like the EU's Packaging and Packaging Waste Regulation (PPWR).
Secondly, 2D barcodes are a key enabler of the circular economy. The data they carry can provide detailed instructions on how to repair, remanufacture, or recycle a product, extending its life and reducing waste. This is a core component of the Digital Product Passport. Finally, they provide the supply chain transparency needed to verify sustainability claims, such as ethical sourcing or carbon footprint data. Brands can substantiate their green credentials, and consumers can make more informed, sustainable choices.
JW: This seems like a significant but beneficial shift. What are the key advantages for brands, and what should they be doing now to prepare for the 2027 deadline?
TW: The advantages are substantial. Brands can use a single barcode for everything from point-of-sale scanning and supply chain management to consumer engagement and regulatory compliance. This simplifies packaging and operations. They can also gather valuable data on how consumers interact with their products, which can inform marketing and product development.
To prepare, the first step is to get educated and assess your current systems. GS1 US offers a wealth of resources, including implementation guides and workshops. We encourage businesses to start pilot projects now to understand the technology and its potential. It’s also crucial to engage with your supply chain partners—retailers, distributors, and solution providers like TEKLYNX—to ensure a smooth transition. The 2027 deadline may seem far off, but the time to start preparing is now. This is not just a compliance exercise; it’s a strategic opportunity to build a more transparent, efficient, and sustainable business.
The transition to 2D barcodes is more than just a technical upgrade; it’s a fundamental change in how we interact with products. As Teresa Williams has highlighted, Ambition 2027/Sunrise 2027 is the catalyst that will enable a future of enhanced transparency, deeper consumer engagement, and a more sustainable and circular economy. The journey to 2027 has begun, and the opportunities for businesses ready to embrace this new dimension of product data are immense.
Get in touch to learn how you can start creating 2D barcodes with TEKLYNX label design software.
Teresa Williams is a Strategic Account Director at GS1 US, leading partner engagement and industry collaboration around Sunrise 2027. She helps brands and solution providers transition to 2D barcodes, unlocking new opportunities in product transparency and consumer experience. As a passionate advocate for standards and digital transformation, she believes that globally unique identification is key to building smarter, more connected supply chains.
Read the blog to learn what a 2D barcode is, why they’re growing in popularity, and what the future looks like with GS1 Sunrise 2027.
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Jenna Wagner, Director of Marketing at TEKLYNX, sat down with James Urquhart, Director of Partnerships for GS1 US, to gain his perspective and insights on this movement. Read further to learn what he had to say on what the future may hold for 1D versus 2D barcodes.
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