Sustainability has evolved from a “nice-to-have” to a fundamental expectation for today’s consumers. Even amid inflation, many are still willing to pay a premium for products that prioritize environmental responsibility.
This shift means that balancing affordability with eco-consciousness is now crucial for every business. For consumer packaged goods (CPG) brands, in particular, sustainability has become a strategic path to building long-term loyalty and trust, shaping both brand identity and consumer demands.
One innovative approach businesses are embracing is the integration of Quick Response (QR) Codes. By using QR Codes for product packaging, brands can showcase their sustainability efforts and actively engage customers, transforming them into participants in their eco-friendly mission.
Let’s explore how QR Codes help reduce packaging waste while bolstering customer experiences.
*Note: The brands and examples discussed below were found during our online research for this article.
Why sustainability is an essential point for businesses and consumers
With the climate crisis, consumers increasingly see sustainability as a personal responsibility, making them more inclined to choose brands that align with their values.
Packaging, in particular, is facing increased scrutiny as people become more aware of the waste they generate and the lasting impact it has on landfills.
Brands using sustainable packaging—whether biodegradable, reusable, recyclable, or smart packaging solutions like 2D Barcodes and QR Codes—demonstrate responsibility and build consumer trust. And as consumers’ priorities move toward environmental consciousness, these choices are now a major factor influencing purchasing decisions.
A McKinsey survey found that 60–70% of consumers are willing to pay more for sustainable packaging, with over 35% stating they would buy more sustainably packaged products if they were more available in stores and labeled clearly.
As the future of connected packaging evolves, QR Codes play a pivotal role in facilitating sustainable interactions between brands and consumers. By integrating QR Codes into packaging, brands not only demonstrate their commitment to sustainability but also create a positive brand image while contributing to environmental protection—a true win-win.
Now, let’s look at the broader environmental and financial consequences of excess packaging.
The environmental and financial impact of excess packaging
The following table outlines the key areas where excess packaging negatively impacts both sustainability and a company’s financial health.
| Area of Concern | Environmental Impact | Business Implications |
| Landfill waste | Causes air pollution. Open landfills increase the risk of explosions or asphyxiation. Causes infection and disease transmission. Contaminates soil and drinking water. Destroys natural habitats for wildlife. | High disposal costs, primarily if a business is held responsible for waste management. |
| Carbon footprint | Manufacturing and transporting excess packaging increases greenhouse gas emissions. | Higher production costs. Possible damage to a brand’s eco-friendly reputation. |
| Resource depletion | Using more materials, like paper and plastic, leads to deforestation and resource scarcity. | Price fluctuations in raw materials. Increasing operational expenses. |
| Shipping expenses | Excessive packaging increases the weight and volume of goods, increasing transportation energy use. | Rising shipping costs. Lower profitability due to inefficiencies. |
| Customer perception | Pushes consumers toward brands with sustainable packaging. | Lost market share to competitors with more sustainable practices. |
| Recycling challenges | Mixed-material packages are difficult to recycle and end up as landfill waste. | Higher fees for recycling or disposal. Potential reputational risks. |
Excess packaging not only harms the environment but also poses significant financial risks for businesses. Addressing these challenges through sustainable practices is not just a necessity—it’s an opportunity to improve brand perception and operational efficiency.
Benefits of reducing packaging waste for any brand
Let’s explore the compelling advantages of reducing packaging waste—benefits that could have you rethinking those extra layers of plastic:
- Brand reputation and customer loyalty: Consumers increasingly support brands that genuinely care about the environment. Reducing packaging waste demonstrates that your brand doesn’t just make claims—it takes meaningful action, building lasting trust and customer loyalty.
- Lower material costs: Simplifying packaging or switching to eco-friendly options cuts material expenses, saving money.
- Compliance with increasing environmental regulations: Minimizing waste ensures you’re ahead of environmental impact rules, preventing fines or rushed product redesigns.
- Resonate with environmentally conscious customers: Stand out to customers who prioritize sustainability, capturing a growing market segment.
- Customer satisfaction: Eco-conscious customers feel aligned with brands that minimize waste, increasing satisfaction and loyalty.
How QR Codes can help reduce packaging waste
QR Codes offer brands a versatile solution to reduce packaging waste while delivering a rich customer experience. They can link to a wide range of information, usage instructions, and product ingredients, helping you cut down on printed materials.
Let’s explore how QR Codes can elevate your sustainability efforts:
Replacing printed manuals and instructions
Every printout, whether a manual or coupon, adds to packaging costs and environmental impact, increasing waste and reducing efficiency. Instead of contributing to the paper and plastic waste problem, businesses are adopting QR Codes for sustainability.
These codes give customers easy access to essential product information. With a simple scan, users can retrieve valuable resources, such as step-by-step instructions in digitized formats like audio or video.
Take Bitly customer Rad Power Bikes, North America’s largest electric bike brand, as an example. Rad Power Bikes uses QR Codes in its retail experience to assist customers with the bike assembly process. This reduces packaging waste while enhancing convenience and improving customer satisfaction.
Linking to product information and promotions via URL
Customers crave convenience, personalization, and quick access to information. QR Codes on ecommerce packaging allow brands to deliver just that by linking to dynamic content such as videos, tutorials, and promotions, improving the overall experience.
With Bitly’s QR Code generator, you can create branded QR Codes that align with your packaging design and help maintain brand consistency. This way, you support sustainability efforts without sacrificing visual appeal or customer engagement.
Providing reusability and recycling information
QR Codes can drive meaningful change towards a greener future. Brands can use them to share information on packaging disposal and encourage eco-friendly practices through incentives such as discounts, rewards, and points.
For instance, Blue Apron uses QR Codes to guide consumers to local recycling centers, while Mondelez International uses on-pack QR Codes to educate consumers about sustainable sourcing.
Both brands recognize that sustainability not only benefits the planet but also fosters long-term customer loyalty.
Accessing extended warranties or product registration
By scanning a QR Code, customers can register products or warranties online, eliminating the need for cumbersome paper forms. This cuts down on waste and provides a more efficient and convenient process, making life easier for your buyers and strengthening their connection to your brand.
Bosch’s BeConnected QR Codes allow users to register for e-warranty by uploading their invoices digitally. This approach reduces paper waste and helps maintain customer relationships long after the purchase, as it provides an easy way for consumers to stay updated on exciting offers and product information.
Directing to online user communities
QR Codes help create a connected customer experience by linking users to digital touchpoints, such as communities. But their benefits go beyond that—they also reduce packaging waste by eliminating the need for lengthy instruction manuals.
For example, if a customer encounters a problem, instead of flipping through a guide, they can simply scan a designated QR Code to join a support forum. This fosters community engagement while cutting down on printed materials like FAQs or troubleshooting guides.
Steps to implement QR Codes for more sustainable packaging
QR Codes can significantly reduce packaging waste, but implementing them effectively is key. Here is a step-by-step guide to ensure your codes are working hard for your brand and the environment.
- Define the purpose: What will your on-pack QR Code do? Will it link to how-to videos or multilingual manuals? Do you want to inform customers about your recycling initiatives?
- Choose a customizable QR Code generator: You want a code that aligns with your overall branding and directs scanners to your most up-to-date content. This calls for a reliable QR Code generator like Bitly. When you make a QR Code using Bitly, you can choose patterns, customize colors to match your brand, add your logo, and even redirect links to new destinations, ensuring your code stays relevant and visually consistent.
- Test your QR Code: After generating your code, ensure it’s scannable on tablets, smartphones, and other devices before printing. Testing avoids costly reprints and redistributions.
- Incorporate the code into your design: Work closely with your graphic design team to integrate the QR Code without disrupting packaging aesthetics.
- Monitor regularly: Periodically check that your QR Code directs customers to relevant content and analyze scan data for trends. Bitly Analytics can help you track real-time scan data, revealing insights like scan frequency and geographic locations.
- Update your URLs: Regular updates ensure customers can always access the latest brand and product information, such as business hours, new product lines, promotions, and events.
- Gather customer feedback: Use feedback to optimize QR Code placement and linked content to improve engagement.
By following these steps, you can successfully integrate QR Codes into your packaging, enhancing both sustainability and the customer experience.
Now, let’s break down each step in detail:
Identifying what to digitize
When transitioning to connected packaging solutions for sustainability, decide which printed materials can be replaced with digital alternatives. Here are some examples:
- Product manuals and instructions: Instead of paper manuals, QR Codes can direct customers to digital content, such as how-to guides or recipes.
- Registration forms and warranty cards: Digitizing these documents encourages users to register their products online while giving brands valuable insights.
- Customer support and FAQs: Replace lengthy printed FAQs or troubleshooting guides with online resources or support forums where consumers can find answers quickly.
- Product ingredients and labels: Limited space on packaging makes QR Codes ideal for providing in-depth product information, such as sourcing details, nutritional facts, or sustainability efforts.
Designing more effective QR Codes
Creating effective QR Codes involves careful attention to design and user engagement. From ensuring the code is easy to scan across devices to crafting compelling calls to action, each element plays a role in its success.
- Maintain enough white space: Your QR Code should be surrounded by white space, also known as a quiet zone, that’s approximately 15% of the code’s size. This buffer prevents interference from surrounding design elements, ensuring that mobile devices and QR Code scanners can easily decode it.
- Use contrasting colors: A high contrast between the code and its background enhances readability.
- Include your logo: Adding your logo to the center of your code makes it instantly recognizable and boosts scanning rates.
- Ensure proper size: The minimum QR Code size is at least 2×2 cm (.8x.8 in) for scannability.
- Use clear calls to action (CTA): Encourage users to scan with concise, compelling messaging such as “Scan now to unlock exclusive deals,” or “Scan here for personalized offers.”
Bitly has a variety of QR Code customization features—play with patterns, corners, colors, and even gradients to make your code pop. You can also use a custom domain for the QR Code’s Short Link, enhancing brand recognition.
Integrating QR Codes with the packaging
The placement of your QR Code significantly impacts its effectiveness. The following tips will help you position codes on your packaging without disrupting the design.
- Choose an accessible location: Avoid hard-to-reach spots, ensuring the code is easy to scan.
- Avoid areas prone to wear: Placing the code on edges or other vulnerable areas may affect legibility.
- Consider inside the packaging: An interior placement (like labels, instruction cards, or the top flap) keeps a clean appearance. Include a message on the outer packaging, such as “QR Code inside for more information.”
Hot tip: Ensure the QR Code isn’t stretched, bent, or distorted once the product has been unpacked. It should always be legible.
Testing and quality assurance
You don’t want customers to encounter broken links or outdated content when scanning your code. Not only is this frustrating, but it can also tarnish your brand image.
Before printing, thoroughly test your QR Code on different devices (iOS and Android) to ensure smooth functionality.
To keep your content fresh, always opt for Dynamic QR Codes, which allow you to update the destination URL as needed without reprinting.
After printing, monitor your scan data in real time with Bitly Analytics to ensure continuous engagement—or determine when it’s time to make campaign adjustments.
How brands use QR Codes to reduce packaging waste
Ready to see how QR Codes are transforming sustainability? Here are five brands leveraging these codes to reduce packaging waste and engage customers:
1. Curology
Curology uses QR Codes to offer customers a more personalized skincare experience. By scanning the QR Codes on their packaging, users can message their dermatology provider directly, making the interaction more personal and increasing satisfaction. Additionally, the brand reduces paper waste by eliminating the need for printed instruction leaflets.
Key takeaway: Sustainability is about more than just cost-cutting—it’s about finding smarter ways to connect with customers while reducing environmental impact.
2. Patagonia
Patagonia aims for 100% reusable, renewable, or compostable packaging by 2025 and net zero carbon emissions by 2040. The brand uses QR Codes to reduce the amount of plastic and paper used in product tags and inserts, cutting 100,000 pounds of paper usage annually.
Additionally, the QR Codes provide customers with digital content, enhancing engagement while further supporting Patagonia’s sustainability goals.
Key takeaway: Sustainability and innovation complement each other. Patagonia uses QR Codes and other greening initiatives to improve customer engagement while staying true to its environmental goals.
3. Cocokind
Cocokind uses QR Codes to engage customers in its sustainability initiatives. Initially relying on bioplastic and glass bottles for packaging, the indie skincare brand has since adopted a more sustainable approach by quantifying the impact of its product lifecycle on the environment—from sourcing to consumer use and end-of-life. Customers can scan a QR Code on the packaging to access detailed sustainability information online.
Key takeaway: QR Codes empower brands to educate customers about eco-friendly practices. This transparency educates your consumers and reinforces your commitment to sustainability.
4. Coca-Cola
Coca-Cola uses QR Codes engraved with GS1 technology to track bottles and determine whether they should be refilled or recycled once collected. This innovation helps reduce plastic waste and Coca-Cola’s carbon footprint.
By scanning the code, customers can access information about the bottle’s lifecycle, learning when it was produced and refilled, and how many times it has been returned. This transparency supports Coca-Cola’s sustainability mission: creating a World Without Waste.
Key takeaway: QR Codes can promote transparency and trust in a brand’s sustainability efforts.
5. Daily Harvest
Daily Harvest uses QR Codes to offer a unique customer experience. Their codes connect consumers to the brand’s products, values, and sustainability efforts.
And, for every scan, Daily Harvest donates $5 to support regenerative farms, allowing customers to participate in its environmental mission. These QR Codes can be found on clings on freezer doors in Kroger stores.
Key takeaway: QR Codes help communicate brand values and foster deeper connections with consumers.
What other advantages do brands have when using QR Codes on packaging?
Incorporating QR Codes on packaging strengthens customer trust and drives measurable growth. Here’s how:
Increased customer engagement
QR Code smart labels provide interactive experiences like Augmented Reality (AR), videos, and surveys. These dynamic experiences excite customers and deepen their connection with and interest in your brand.
Opportunities to gather customer feedback
Gathering customer feedback becomes easy and cost-effective when you use QR Codes. By directing consumers to landing pages for reviews, complaints, or suggestions, you create a more engaged consumer base and gain valuable insights. This streamlined approach improves feedback collection and fosters stronger customer relationships by showing that their opinions matter.
Data and tracking
QR Codes generate valuable data, such as scan totals, device types, locations, and user preferences.
Bitly’s QR Code tracking provides detailed reports of these metrics, offering essential insights for customer behavior analysis and feedback. Brands like those mentioned above can leverage these insights to refine marketing strategies and improve customer interactions.
By integrating QR Code data with Google Analytics, you gain even deeper insights into customer behavior, allowing for more targeted marketing, optimized campaigns, and improved user experiences.
Real-time updates and content customization
With Dynamic codes, you can edit your QR Code’s destination without the need to reprint packaging, saving costs and ensuring your content stays relevant. QR Code generators that allow you to create Dynamic codes are the ideal way to do this. With Bitly Codes, you can create two Dynamic codes per month for free, or upgrade to a premium plan that allows you to generate more.
Bitly also allows you to customize the codes you previously created, letting you easily adjust their appearance to match customer preferences or seasonal trends. For example, you can create holiday-themed QR Codes to capture attention and enhance engagement during peak seasons.
Better brand loyalty programs
QR Codes can integrate with loyalty programs, allowing customers to register or access personalized content via URL, and earn rewards or points based on their purchase history. This digital approach eliminates the need for physical loyalty cards and gives you the opportunity to offer tailored incentives and real-time updates.
Beyond cost savings, it supports sustainability efforts by reducing paper waste, and its data-gathering capabilities provide brands with insights into customer preferences, helping fine-tune future rewards and engagement strategies.
Traffic for online channels
QR Codes act as a bridge from offline materials, like print ads and packaging, to online platforms. With just a scan, customers can quickly access social media, websites, product pages, and even exclusive promotions via URL, significantly boosting online visibility and brand awareness.
These codes also allow brands to track customer interactions, gathering data on engagement rates and traffic sources. This makes it easier to optimize marketing efforts, drive conversions, and measure the impact of offline campaigns on digital channels.
Mistakes to avoid when using QR Codes for sustainability initiatives
To maximize the effectiveness of your QR Codes in promoting sustainability and enhancing customer experiences, it’s crucial to avoid common pitfalls. By steering clear of these mistakes, you ensure your codes engage your audience and align with your environmental goals.
Poor placement or sizing
One of the biggest mistakes with QR Codes on packaging is placing them in hard-to-scan areas. To ensure optimal scannability, ensure the code is properly aligned and free from distortion.
Additionally, QR Codes that are too small can go unnoticed. Display your codes prominently, ensuring they are large enough for easy visibility. It’s also important to maintain sufficient quiet space around the code to help scanners read it. This careful placement and sizing will improve customer engagement and functionality.
Linking to low-quality or irrelevant content
Linking QR Codes to outdated, irrelevant, or low-quality content can damage your brand’s reputation and frustrate customers. It’s essential to ensure that every code directs users to fresh, engaging, and valuable information that reflects well on your brand.
Whether you’re sharing product details, promotions, or instructional guides, the content should always build trust and satisfy your consumers. By providing relevant, high-quality content, you position your brand as reliable, thoughtful, and customer-centric.
Overcomplicating the QR Code design
While unique patterns and colors can be visually appealing, overly complex designs may hinder scanning. Keep designs simple but engaging to balance aesthetics with functionality. If your background is already fairly busy, use a solid, contrasting color code with a good amount of white space around it to help it stand out.
Failing to test with multiple devices
Different smartphones and devices can affect how QR Codes are scanned due to camera quality or app compatibility. Test your codes across various devices to confirm they function as intended. This helps provide customers with a smooth experience.
Ignoring customer privacy concerns
Transparency is key. Some customers may have concerns about information collection and tracking, and ignoring these can cause them to feel uneasy or exploited.
Address these concerns openly to build trust and ensure they feel confident in your brand’s practices. Be upfront about what data you’re gathering and how it’ll be used to improve customer experiences.
How to maximize the effectiveness of QR Codes in packaging
Implementing QR Codes isn’t just about joining a trend, it’s about driving your return on investments (ROI). Here’s how to make your codes as effective as possible:
Keep content fresh and up-to-date
Linking to promotions that ended months ago or unavailable products can damage your brand’s credibility. Ensure your codes are connected to current content.
Bitly’s Dynamic QR Codes make it easy to update your existing codes without reprinting your packaging, so all you have to do is edit your URLs.
Educate customers on how to scan QR Codes
Many customers may be unfamiliar with how to scan QR Codes, so education is key to maximizing engagement.
Include clear instructions like “Scan for instant offers” directly on your packaging or inserts, and share step-by-step videos on social media. This way, they don’t miss out on the extra value you’re offering, whether it’s discounts, incentives, or additional product information. Fun, interactive content can encourage customers to scan and interact further with your brand.
Offer incentives for scanning QR Codes
Incentives are a powerful way to boost engagement. Offering discounts, members-only content, rewards, or points for scanning your QR Code motivates customers and creates excitement.
Everyone loves a good deal, and these incentives not only capture attention but also drive meaningful customer actions. By combining valuable offers with an interactive experience, you’ll keep your audience engaged and eager to get involved with your brand.
Use clear calls-to-action (CTAs)
A strong CTA lets users know what to expect when they scan your QR Code. Make your CTAs short and direct to pique curiosity and drive action.
QR Code call-to-action examples for packaging include “Scan for product demos,” “Instantly compare products by scanning here,” or “Scan to see product ingredients.” Without a clear CTA, users may overlook the code’s value.
Turn packing waste into marketing opportunities with Bitly
Consumers are increasingly demanding environmentally conscious practices, and QR Codes are a powerful tech solution to help brands minimize their carbon footprint while enhancing customer engagement.
By placing QR Codes on product packaging, you can show consumers how to dispose of or reuse packaging, offer incentives for recycling, and encourage their participation in sustainability efforts.
Bitly’s advanced QR Code features allow you to create fully customized codes that align with your brand’s environmental goals. You’ll also have the ability to track performance to optimize your strategies for maximum impact. With Bitly, integrating sustainability into your marketing is simple—just enter your URL, choose a design, and analyze results to improve future efforts!
Ready to reduce packaging waste and boost customer engagement? Explore Bitly’s pricing plans today!
