In an era where trust is currency and sustainability is a non-negotiable, shoppers are demanding more than just green labels and vague promises. They want proof.Enter digital product passports (DPPs), a game-changing tool that gives consumers instant access to a products entire journey, from materials sourcing to sustainability credentials. That means, whether theyre buying a pair of running shoes or the latest smartphone, DPPs are making it easier to for them to shop smarter, cut through greenwashing, and support brands that truly walk the talk.The future of shopping is transparentConsumers often wonder where their clothes were made, how much carbon their new shoes emitted during production, or whether that eco-friendly label actually means anything.These passports help consumers answer those traceability questions in seconds. By simply scanning a QR code, consumers can unlock a products full story, from materials, to manufacturing processes, to certifications.DPPs can also be used by brands wanting to go the extra mile by sharing product impact, such as its unique carbon footprint, plus use phase care instructions and even repair or recycling options, helping shoppers take control of their own habits to lower their unique footprint.This isnt just a marketing gimmick. The European Unions new regulations, like the Ecodesign for Sustainable Products Regulation (ESPR), will soon require brands to disclose detailed impact data. That means transparency is shifting from a nice-to-have to a must-have, and the brands that embrace it now will be ahead of the curve.How digital product passports will help consumers shop smarterInstead of relying on vague sustainability claims, shoppers can view and verify a products impact. Plus, using climate data in marketing is already tried and tested, benefitting both consumers and brands.After an entire career dedicated to sustainability, this is the point I try to drive home most often: Consumers can determine if a product is designed with longevity in mind (think durable, repairable, and end-of-life options like 100% recyclable).Lastly, in an overcrowded market where fast fashion remains dominant, consumers can choose to back brands that are genuinely working to reduce their footprint. Instead of falling for greenwashing tactics or supporting companies that overlook sustainability altogether, consumers can reward those making real progress toward a lower-impact future.Why brands are paying attentionFor many companies, DPPs arent just about compliance. Theyre about consumer trust and finding a competitive edge.With shoppers becoming more conscious, brands that offer full transparency win loyalty. Instead of empty promises, they can showcase real data about their impact.To power this level of transparency, brands need serious data. By automating carbon calculations across thousands of products, companies like ours help brands seamlessly integrate real-time impact data into digital product passports.Luxury resale platforms are beginning to use DPPs to help consumers make informed second-hand purchases. Sportswear brands will be integrating them to help shoppers compare different material choices. Even electronics companies are adopting them to offer innovative repair and recycling pathways, moving to a more circular economy.Were partnering with forward-thinking companies like British jewelry brand Missoma and global lingerie brand Triumph to share product-level impact data through dedicated passports, ahead of ESPR regulations. These regulations will require DPPs but wont fully mandate them for at least another year.Triumphs first digital product passports are now available to e-commerce customers, says Vera Galarza, Triumphs global head of sustainability. At Triumph, its crucial that the data is completely accurate, she says, as customers want reliable and trustworthy information.For consumers, this means easy-to-understand environmental facts at their fingertips. For businesses, it means more accountability, better design choices, and deeper engagement with sustainability-minded customers.At Missoma, weve always believed in pushing boundaries when it comes to sustainability and transparency, says Marisa Hordern, founder and creative director at Missoma. This technology gives our customers a deeper connection to their jewelry, allowing them to trace every step of its journey, from ethically sourced gemstones to the final handcrafted piece. Missoma plans to expand use of DPPs across more of its collections, to help set a new traceability standard for the jewelry industry. We will also continue to empower our community to make more informed and conscious choices, she says.Shopping in the age of accountabilityFor consumers, digital product passports mean more power, better choices and fewer regrets in the buying process.DPPs are not just a trend. Theyre becoming a legal requirement and will be part of your brands future. Soon, checking a products impact will be as normal as checking its price tag. Thats why its exciting that the brands leading the way today arent just ticking regulatory boxestheyre reshaping the shopping experience.The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more.