Q&A with Ashley Burkle, Director of Business Development at Identiv

Why It Matters

Secure digital identities transform packaging from a static cost centre into a revenue‑generating, compliance‑driving data platform, giving brands a competitive edge in trust, efficiency and sustainability.

Key Takeaways

• Identiv powers over 2 billion RFID/NFC applications worldwide
• Secure digital IDs enable real‑time product tracking and authentication
• Partnerships support EU Digital Product Passport compliance
• Smart packaging drives inventory efficiency and reduces counterfeits
• New BLE sensors target freshness, safety, and circularity

Pulse Analysis

The rise of IoT‑enabled packaging is reshaping how brands interact with consumers and manage supply chains. By embedding NFC, BLE and UHF RFID inlays directly into labels or product surfaces, companies can capture granular data at every touchpoint—from factory floor to shopper’s hand. This granular visibility not only thwarts counterfeiters but also feeds automated inventory systems, enabling faster replenishment and more accurate demand forecasting. As retailers grapple with tighter margins and heightened consumer scrutiny, the ability to prove authenticity instantly is becoming a decisive differentiator.

Regulatory pressure is accelerating adoption, especially in Europe where the Digital Product Passport (DPP) mandates detailed lifecycle reporting. Identiv’s collaboration with platforms like Narravero illustrates how secure inlays can serve as the physical anchor for digital compliance records, delivering transparent sourcing, material composition and end‑of‑life instructions. Such integration turns a packaging requirement into a brand storytelling tool, allowing shoppers to tap a bottle and instantly verify sustainability claims, trace provenance, or trigger personalized offers, thereby deepening engagement while meeting legal obligations.

Looking ahead, the next wave of smart packaging will focus on sustainability and condition monitoring. Identiv’s development of sensor‑enabled BLE tags promises real‑time insights into temperature, humidity and shock, crucial for perishable goods, pharmaceuticals and high‑value luxury items. These data streams enable proactive quality control, reduce waste, and support circular economy initiatives by informing reuse or recycling decisions. As the technology matures and scales, the cost barrier diminishes, positioning digital identity as a standard feature of premium, responsible products.