The Transparent Luxury Consumer: How DPPs Build Trust and Meet New Expectations

The Mandate from the Market

Today's luxury consumer is increasingly informed, discerning, and demanding. Transparency isn't a bonus; it's becoming table stakes. Recent consumer surveys paint a clear picture: the market is not only ready for but actively seeking the kind of verifiable information enabled by the Digital Product Passport (DPP). Data from Certilogo reveals nearly half of consumers are already aware of the DPP concept, with authentication cited as their top priority (56%), followed closely by care instructions and material composition.

Building Trust in the Digital Age

The DPP directly addresses core consumer concerns that erode trust. The same Certilogo research indicates 71% of consumers believe DPPs will increase trust in brands, and nearly half expect them to boost loyalty. Crucially, DPPs combat barriers to sustainable purchases, such as fear of counterfeiting (a concern for 29%) and greenwashing (22%), by providing immutable, verifiable data linked directly to the physical product. This shift empowers consumers to make informed choices aligned with their values.

Beyond Compliance – Delivering Value

While mandated by ESPR, the DPP offers functionalities consumers actively desire. Studies like the Authentique/Cirpass2 whitepaper show strong interest in using DPPs for accessing aftercare information (repair, storage) and significantly boosting confidence in the resale market. 56% of consumers surveyed indicated they'd be more inclined to buy second-hand items if accompanied by a DPP. Luxury brands implementing robust DPP solutions aren't just ticking a regulatory box; they are meeting explicit consumer demands for authenticity, transparency, and circularity enablement.

The Imperative

Failing to provide this level of transparency risks alienating a growing segment of the luxury market. Brands that leverage DPPs effectively will forge stronger, trust-based relationships with their clientele, proving their commitment to genuine value and sustainable practices.