Key stakeholders and why you should act now
Implementing the Digital Product Passport (DPP) in your company is more than just complying with regulations—it’s a strategic opportunity. A well-executed DPP can optimize processes, enhance transparency, and even open up new business models. But who should be responsible for its implementation? And which departments are essential for a successful rollout?
In this guide, you’ll learn how to implement the Digital Product Passport effectively in your company and which roles are crucial.
The Digital Product Passport: one goal, many competencies
The EU is gradually making the Digital Product Passport mandatory, but viewing it solely as a bureaucratic hurdle would be a mistake. When used correctly, the DPP can make your business more efficient, sustainable, and competitive.
Key benefits:
Greater transparency for customers, retailers, and authorities
Optimized data flows through better supply chain integration
New revenue opportunities via enhanced customer engagement
But who should take charge of this initiative in your company? Which departments need to be involved early on to maximize the value of the DPP?
Here’s a breakdown of the key steps, roles, and functions required for a successful implementation:
Step 1: Strategy & Project management – who leads the initiative?
To ensure the Digital Product Passport rollout runs smoothly, you need a clear strategy and coordinated leadership.
Key roles:
DPP Project Manager: Oversees the implementation, coordinates all stakeholders, and ensures deadlines are met.
Stakeholder Manager: Ensures that executive leadership, IT, marketing, and sustainability teams are involved from the start.
Tip: many companies underestimate the importance of internal communication when implementing the DPP. If teams are informed too late, resistance may arise—so make sure to involve all relevant teams early on!
Step 2: IT & Data Management – laying the technical foundation
A Digital Product Passport only works if the IT infrastructure supports it.
Key roles:
IT Architect & Developers: Integrate the DPP into existing systems like PIM, ERP, or CRM.
Data Manager: Ensures product information is complete, accurate, and up to date.
Cybersecurity Specialist: Protects sensitive product and customer data if necessary.
Tip: Assess whether your company already has well-structured product data or if there are gaps. Addressing this early can significantly speed up the implementation.
Step 3: Marketing & Customer engagement – turning the DPP into a value-adding tool
The Digital Product Passport is more than just a compliance tool—it can also enhance customer engagement and sales.
Key roles:
Content Manager: Creates engaging DPP content (text, images, videos).
UX/UI Designer: Ensures the DPP is intuitive and visually appealing.
Tip: Use the DPP as a customer loyalty tool by providing personalized information, upgrades, or exclusive offers—this strengthens brand loyalty and enhances customer retention.
Step 4: Legal & Compliance – meeting regulatory requirements
The Digital Product Passport must not only be technically and strategically sound but also legally compliant.
Key roles:
Regulatory Affairs Manager: Ensures the DPP meets all legal and regulatory requirements.
Data Protection Officer: Ensures compliance with data privacy laws (e.g., GDPR).
Tip: Companies should review the regulatory data requirements early to avoid compliance issues down the line.
Step 5: Sustainability & Circular Economy – using the DPP as a sustainability enabler
A Digital Product Passport doesn’t just improve transparency—it also plays a vital role in sustainable business models.
Key roles:
Sustainability Manager: Develops content related to recycling, carbon footprint, and resource efficiency.
Supply Chain Manager: Ensures transparency in raw material sourcing and production.
Tip: A well-executed DPP can strengthen your sustainability management, which is increasingly becoming a competitive advantage across industries.
Step 6: Sales & Customer Service – unlocking new revenue streams
The DPP can help your company with compliance, but it can also drive sales and open up new business opportunities.
Key roles:
Sales & Business Development: Develops DPP-based business models (e.g., upgrades, spare parts, loyalty programs).
Customer Support: Answers questions about how to use the DPP.
Tip: Use the Digital Product Passport to offer exclusive services, maintenance options, or personalized recommendations. This keeps your brand connected with customers long after the initial purchase.
Conclusion: how to successfully implement the Digital Product Passport in your company
The structure of your DPP implementation team will depend on your company size:
SMEs (5-10 people): Agile core team focusing on data management, IT, legal, and marketing.
Large enterprises (15-20 people): Expanded team including specialists for compliance, sustainability, and sales.
By integrating the right stakeholders early, establishing clear roles and responsibilities, and leveraging the DPP for both compliance and business growth, your company can stay ahead of regulations while unlocking new opportunities.