{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6540d52842acb40012730030/68b097957620a68ee6c193d7?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"From barcode to QR code, the new sustainable marketing era","description":"<p>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.&nbsp;</p><p>&nbsp;</p><p>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:&nbsp;</p><p>&nbsp;</p><ul><li>Information on recycling, reselling and reuse&nbsp;</li><li>Territory-specific comms, reducing packaging quantities&nbsp;</li><li>Less food waste, minimising greenhouse gas generation&nbsp;</li><li>Reduction in traditional marketing costs&nbsp;</li></ul><p>&nbsp;</p><p>All shaping positive behavioural change, with greenwashing concerns banished, through the transparent eye of conscious choices.&nbsp;</p><p>&nbsp;</p><p>Listen online here or on any major podcast platform:&nbsp;</p><p>&nbsp;</p><p><br></p>","author_name":"Kantar"}