Consumer behavior is evolving fast. Shoppers are more informed, selective, and value-driven than ever. In fact, 81% of consumers research products online before making a purchase, and a key part of that research is the brand’s story. For 68% of consumers, brand storytelling directly influences their buying decisions.

That makes finding new ways to connect with consumers and to tell your brand’s story more important than ever. Digital Product Passports (DPPs), like Charming DIGI, offer a unique opportunity to do just that. A DPP is a digital record that contains verified data about a product’s lifecycle, from its origin and materials to manufacturing, usage, repairs, and even resale.

While DPPs are largely recognized as a compliance tool, forward-thinking brands are realizing they’re much more — they’re a marketing asset. Here are a few key ways you can use your DPP as a marketing channel:

1) Using DPPs to craft your brand story

Today’s consumers expect more than just a product; they want to know the authentic story behind it. Digital Product Passports (DPPs) make that possible.

In a market where greenwashing is common and scrutiny is high, DPPs offer tangible metrics, like carbon saved, waste diverted, or the number of repair cycles completed. A product can now say, “This bag saved 3kg of CO₂ over two resale cycles,” and back it up with verifiable numbers.

This data also helps your brand to create rich, immersive product stories grounded in fact, not fluff. Imagine being able to show how a jacket was made from ethically sourced wool in New Zealand, tailored in Italy, and personalized by a customer before becoming part of their cross-country journey. 

By integrating storytelling with transparency, DPPs help brands stand out in crowded markets and build lasting trust with their audiences. 

2) DPPs and post-purchase marketing

Brand storytelling may attract customers, but keeping them in your ecosystem means owning the resale conversation. The resale market is growing fast and will continue to do so. Recent economic changes, like Trump's tariffs, are straining traditional retail while further accelerating the growth of resale markets.

For most brands, resale has historically been out of their hands, managed by third-party platforms. This leaves brands with no control over the customer experience, messaging, or brand perception. DPPs change that.

With a digital record attached to each product, brands can help authenticate secondhand items, track ownership changes, and even facilitate peer-to-peer resale directly through their own platforms. This allows companies to maintain brand consistency and keep customers in their ecosystem for the product’s entire lifecycle.

It also creates entirely new opportunities for post-purchase engagement. For example, a brand could offer resale assistance, styling tips, or repair services based on a product’s DPP data. Rather than losing customers to third-party platforms, brands can now monetize and market to them again, this time, as secondhand shoppers.

3) Leveraging DPP data to create personalized experiences

AI is transforming the way consumers shop, especially in the secondhand market. In fact, 48% of consumers say that personalization, improved search, and discovery powered by AI make shopping for secondhand apparel just as easy as buying new.

DPPs give brands the data foundation to deliver genuinely personalized recommendations and services. For instance, AI can use DPP data to suggest secondhand products that align with a shopper’s style, fit, and usage patterns. Brands can also offer tailored product care advice, upsells (like accessories or warranties), or exclusive content based on actual usage history.

Instead of generic campaigns, companies can run high-conversion marketing that adapts to where each consumer is in the product lifecycle. With DPPs, brands can create digital touchpoints that are timely, relevant, and rooted in a product’s real journey.

The bottom line

DPPs are more than compliance — they’re your edge in customer engagement, brand loyalty, and modern marketing. Get started and book your consultation with us today!