The retail sector is undergoing an unprecedented transformation driven not only by technological innovation and e-commerce growth but also by a fundamental shift in consumer expectations toward transparency.

According to a study titled “A new era of transparency,” conducted by GS1 UK in collaboration with FT Longitude among over 500 fast-moving consumer goods executives in the United Kingdom, the modern consumer demands greater access to detailed product information. This demand is becoming the most critical factor in shaping the shopping experience both online and in physical stores.

Key findings include:

• 96% of executives agree that a new transparency era is imminent, driven by reliable data that informs and protects consumers.

• The primary customer expectation in five years will be immediate access to crucial product details such as carbon footprint, usage instructions, ingredient and material provenance, and recycling methods.

To meet these expectations, companies are turning increasingly to technology. Over 70% of surveyed managers include technologies like Internet of Things (IoT), blockchain, predictive analytics, automation, artificial intelligence (AI), virtual and augmented reality, and QR codes within their growth strategies.

The study highlights that technology will be essential for:

• Helping companies meet sustainability commitments.

• Building deeper trust relationships with consumers.

• Improving product traceability throughout the supply chain.

• Offering more immersive and personalized shopping experiences.

Nearly 40% of executives believe their companies will not achieve sustainability goals without significant additional investment in technology, including QR codes.

The report reveals a strong consensus on QR codes’ future role: 69% of managers see QR codes as key to growth, and 71% expect QR codes to become standard in UK retail by 2026. Nearly half of the companies surveyed have begun adoption and most others plan to start within two years.

Transparency is also reshaping customer loyalty. With declining traditional loyalty due to diminishing trust, nearly half of respondents note customers are less brand loyal compared to a decade ago. The future of loyalty programs lies in fostering trust through transparent sharing of data related to safety, ethics, and climate impact.

The “new era of transparency” will thus become the battlefield for customer loyalty, where companies that provide accurate, easily accessible product data—leveraging QR codes alongside AI and IoT—will succeed.