The evolution from barcodes to QR codes is transforming opportunities for the brand-consumer interface. Kantar’s Jonathan Hall speaks to Kerry Morrison from GS1UK, creators of the barcode, and now stewarding the move into the benefit-rich world of QR. 

Where barcodes offer important, yet arguably linear benefits, QR codes represent the multi-coloured comms dreamcoat for brand owners. A built-in medium through which to ‘speak’ directly to the consumer. To communicate brand messaging, usage information and innovations. And a one-to-one media channel to tell and evidence the brand’s sustainability story, with QR codes enabling: 

• Information on recycling, reselling and reuse 
• Territory-specific comms, reducing packaging quantities 
• Less food waste, minimising greenhouse gas generation 
• Reduction in traditional marketing costs 

All shaping positive behavioural change, with greenwashing concerns banished, through the transparent eye of conscious choices. 

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