The barcode has not undergone much change in the past, but that is set to change. GS1, the international barcode standards organization, has begun updating its barcode standards in a new program known as Sunrise 2027. Beginning in 2027, GS1 and retail industry members will transition to accepting 2D barcodes at point-of-sale locations.

To learn more about the future of barcodes and what upcoming changes will entail, L&NW caught up with Philippe Lesage, VP and general manager, Specialty Printing Technology Solutions, HP Inc.

L&NW: What can you tell us about the history of the barcode, and why is there demand for new solutions?

PL: The barcode is best known for its brilliant simplicity, ubiquitous in supply chain management and the consumer shopping experience. What started with an idea inspired by Morse code on a Florida beach in 1949 has since been transformed into an essential and revolutionary tool just 50 years since the first-ever product was scanned at an Ohio grocery store in 1974.

Today, the barcode’s story is starting a new chapter. Traditional one-dimensional (1D) barcodes are no longer able to meet modern demands for greater product information transparency, traceability, and authentication. In response, the global supply chain is moving toward two-dimensional (2D) barcodes like the data matrix and QR code that can efficiently and securely carry more information. This is a global supply chain initiative known as Sunrise 2027.

L&NW: What are the goals of Sunrise 2027?

PL: Each of the 116 participating countries in GS1 will have their own implementation timeline, but the goal is to make the transition to accepting 2D barcodes at point-of-sale (POS) or point-of-care (POC) by 2027. This new global standard will not only be the catalyst for a significant shift in how businesses and consumers interact with product information, but it will also create a more transparent, efficient, and secure global marketplace.

L&NW: How will digital printing help facilitate these changes?

PL: This new era of data management requires 2D codes that are larger, denser, and more complex than their 1D predecessors. The precision, high-resolution, and durability for readability achievable with digital printing therefore makes it essential to 2D application environments.

With decades of innovation and leadership in inkjet-based applications, HP Thermal Inkjet (TIJ) gen 4.0 boasting a 1200 dpi resolution produces sharp, high-resolution 2D codes and alphanumeric text across a wide range of substrates at high speeds with an easy-to-use, snap-in and snap-out configuration for minimal servicing and high uptime. HP is committed to investing and innovating its TIJ technology to improve package coding processes, reduce error and cost, facilitate better track and trace capabilities, and achieve greater efficiency and compliance as standards continue to evolve.

L&NW: How has track-and-trace and product authentication emerged as a key label industry trend?

PL: Gaining end-to-end visibility into the supply and distribution of consumer goods is top of mind for businesses today as they seek to protect consumers and brand image from the growing number of counterfeit products made available online through the e-commerce surge. With global regulations creating added requirements and time pressure, label manufacturers are uniquely positioned to help build public and private sector trust by ensuring that products can be authenticated and accounted for along every step of the supply chain journey.

Improved track-and-trace capabilities can make both managing inventory and product recalling more efficient, but the large amount of data collected can also be analyzed to gain insights into consumer behavior, product performance, and supply chain bottlenecks. For label manufacturers, track-and-trace solutions are instrumental in delivering superior customer service and equipping businesses with critical data and insights that are essential for maintaining an edge in today’s competitive markets.

L&NW: What other trends has HP noticed in this space, and how is digital printing ideally suited to meet demand?

PL: The demand for personalized packaging and inline printing is creating new opportunities for brands to engage with customers, like tailoring packaging to meet their specific needs and preferences. In e-commerce, for example, where both the recipient and the contents are known, the potential for personalized messaging and advertising is unmatched. Inline printing technologies such as HP TIJ further streamline the process, allowing brands to adapt and modify packaging designs in real time, even offering the ability to incorporate targeted promotions and interactive elements that respond to evolving customer tastes and preferences.

Further bolstering the demand for digital printing technologies are the continued post-pandemic labor costs and shortages. Label manufacturers are therefore looking to invest in technological solutions that are low touch and easy to use while also capable of driving efficiencies across the supply chain, minimizing downtime, and maximizing profit margins. HP’s TIJ print cartridges can not only be seamlessly integrated into the production line, but they also have the added benefit of being start and stop, snap-in and snap-out, without any calibration or real special handling required. This makes it easier to train workers of all skill levels quickly and hassle free. It also frees up their time for other tasks on the production floor considering minimal maintenance is required once the solution is up and running.