“As an international development specialist, I am pleased to add my support to this proposal. I know that workers in global supply chains are too often invisible to the consumers whose purchasing decisions shape their lives. People want to know that the products they buy are made under conditions that allow workers to live with dignity. Embedding an ethics link type in GS1 2D barcodes is a practical way to make ethical consumption a real option for everyday shoppers and to support better conditions for the people behind the products we buy.”

— Dr Sharon Bell, International Development Specialist

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“Consumers need transparency about the origins of the products they buy. Standards should include supply chain ethics, covering issues such as factory and farming working conditions, workers' voices and perspectives, and credible systems of certification. These issues are important to consumers internationally. This is an opportunity to highlight the issues of modern slavery in supply chains for the benefit of millions of workers, including women and children. This is good for consumers who want to make informed choices, good for the environment and good for workers in supply chains.”

— Barry Coates, Founder and Co-CEO, Mindful Money (empowering ethical investment)

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“I am pleased to add my support to the proposal “Harnessing the power of new GS1 2D barcodes to shape ethical supply chain transparency and mainstream ethical consumption.” As a researcher and lecturer specialising in supply chains, I recognise the transformative potential of embedding verified ethical sourcing information within next-generation GS1 2D barcodes. Enabling consumers to instantly access reliable provenance and ethical credentials at the point of purchase has the potential to: · Strengthen transparency and accountability across supply chains. · Reward producers who adopt ethical and sustainable practices. Empower consumers to make informed, values-driven purchasing decisions. The integration of an ethics link type into GS1 2D barcodes represents a timely and scalable opportunity to align emerging digital product identification technologies with the global movement towards responsible sourcing and consumption. From a supply chain perspective, this could create measurable benefits in traceability, compliance, and market differentiation while advancing sustainable development outcomes.”

— Associate Professor of Supply Chain Management Benjamin Dehe, AUT

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“I find the intent behind the Ethical Transparency Alliance both compelling and directionally right. The combination of consumer empowerment, supply chain transparency and the potential of 2D barcodes is clearly an important step forward and one that aligns with the broader shift we all seek towards greater accountability and visibility in how organisations operate.”

— Neil Gaught, Author and thought leader

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“I wish to strongly support the initiative of adding ethical supply chain information to 2D barcodes. It is imperative for consumers to have greater access to information that enables them to make purchasing decisions in support of products that do not exploit or harm people during the production process. This would create huge capacity for consumers to shape our world in a better way — literally creating global change through the use of this technology. It is absolutely the right thing to do.”

— Erica Gadsby, BBus, Founder & Director of ReCreate Clothing

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“Trade Aid is proud to support the proposal led by fair & good to introduce an ethics link type as part of GS1’s rollout of 2D barcodes. For nearly five decades, Trade Aid has partnered directly with small-scale farmers, artisans, and social enterprises around the world to build a trading system grounded in fairness, dignity, and sustainability. For us, transparency is more than a principle - it’s a practice that empowers consumers and protects the rights and livelihoods of producers. The transition to GS1 2D barcodes presents a rare and powerful opportunity to embed ethical supply chain data into the very infrastructure of global trade. These next-generation barcodes are dynamic and capable of carrying far more than just product information - they can tell stories, reflect values, and help reshape consumer norms. Yet, at present, there is no dedicated ethics link type within the GS1 framework. This is a significant oversight. Without a clearly defined and standardised way to communicate ethical sourcing data, brands committed to fair labour practices and sustainable partnerships are left without an effective way to share that work. And consumers (who increasingly want to make values-based choices) are left without the clarity they need. Introducing an ethics link type would provide a pathway for businesses to share information on living wages, working conditions, gender equity, child labour prevention, independent certifications, and, most importantly, the people behind the product. It would help move ethical business practices from niche to norm and provide a tangible incentive for brands to do better. We strongly encourage GS1 to work alongside fair&good and its coalition of ethical businesses to incorporate this new ethics link type into the global standard. Doing so will better align this technology with the expectations of today’s consumers, strengthen due diligence efforts, and unlock new potential for responsible consumption at scale. Trade Aid is ready to support this initiative and its implementation. Ngā mihi nui”

— Brittany Halligan, Brand and Communications Manager, Trade Aid Importers

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“As associate professor in business ethics at Auckland University of Technology, I fully support the initiative proposed by fair & good to include ethics link type in the new GS1 2D barcodes. This proposal is a timely and practical step towards embedding ethical transparency within global supply chains. Making ethical information easily accessible to consumers will help shift market norms and foster more responsible consumption practices. I commend this effort to mainstream ethical consumption and believe it aligns closely with emerging regulatory trends and public expectations for corporate accountability.”

— Dr Peter McGhee, Associate Professor of Business Ethics, AUT

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"Spending our money ethically is one of the most powerful tools we all have to bring about change. With a direct and immediate impact on development as powerful as aid and remittances, ethical consumption has the power to transform the lives of workers and their families along entire supply chains, rippling out into their communities. Supply chain transparency and 2D Barcodes will empower consumers of the products we buy every day with informed choice, so they can use their purchasing power to demand change. Ethical trade is about far more than fair wages and better working conditions, as important as these are. It’s about connecting makers and consumers in right and just relationships, and transforming lives so everyone has agency and the opportunity to thrive and flourish, free from poverty and exploitation."

— Dr Susan Maiava, International Development Specialist

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“I am in favour of increasing transparency about supply chains because it will help consumers make informed decisions. Including ethical information in 2D barcodes would be a big step in the right direction. As we move towards greater transparency, it is essential that our digital infrastructure supports, rather than obscures, ethical considerations.”

— Steven Moe, Lawyer & Advocate

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“I am writing in support of Dr Susan Maiava and her organisation, fair&good. As a co-founder of two ethical companies, Karma Drinks and All Good Bananas, I applaud the work Susan and her team are doing to mainstream ethical trade. There has never been a time when this is more important. Having ethical supply chains and supporting the growers and producers who are the most vulnerable is critically important if we are to achieve a more just and equitable world.”

— Chris Morrison, Co-Founder of Karma Drinks & All Good Bananas

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"The new GS1 2D barcodes mark more than just a technological leap — they have the potential to redefine trust and transparency in global commerce. While they unlock clear commercial efficiencies, their true promise lies in embedding ethical sourcing directly into the DNA of product data. Today, supply chains remain shadowed by child and forced labour, unfair wages, and exploitation. Yet millions of consumers want to vote with their wallets for brands that uphold dignity and fairness. By linking ethical sourcing information to every scan, 2D barcodes can empower shoppers to make informed choices and help shift market power toward businesses that do the right thing. This is not just innovation — it’s an opportunity to transform how the world buys, sells, and cares."

— Senthil Nathan, CEO, Fairtrade Australia New Zealand

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“I am very pleased to add my support to the proposal “Harnessing the power of new GS1 2D barcodes to shape ethical supply chain transparency and mainstream ethical consumption.” As a researcher and lecturer specialising in international and sustainable development, I believe 2D barcodes are valuable because they give consumers the power to see where and how products are made, helping fair trade producers gain recognition while making ethical choices easier for everyone.”

— Prof. Regina Scheyvens, Professor of International Development, Massey University

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“As someone who has documented individual cases of human trafficking, forced labour and systemic exploitation, I can attest to the horrific impact such practices have on the lives of real people. Equally, I can speak to the truly positive impact when workers are treated with dignity, their humanity respected and their work rewarded fairly. The inclusion of ethical supply chain information in GS1's new 2D barcodes would give consumers the easy access and confidence needed to end their inadvertent complicity in such exploitation.”

— Gary Shaw, Modern Slavery Specialist and Supply Chain Consultant

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“We strongly endorse the creation of a dedicated ethics link type within the new 2D barcodes (GS1 Digital Link standards) specifically for ethical supply chain information. Consumers are increasingly prioritising ethical sourcing, transparency, and accountability - for example, 2023 research by Buy NZ Made found that 92% of New Zealanders believe sourcing ethically manufactured goods is important. As ethical brand owners, it is essential that available tools evolve to meet customer expectations regarding access to information on ethical standards. Ethical sourcing (the process of acquiring products that are manufactured, selected, and procured with ethical and social responsibility in mind) requires a dedicated link type as it is distinct and separate from the sustainability link type which focuses on environmental impact, minimising use of non-renewable resources, and protecting biodiversity. We support an ethics link type to help drive mainstreaming of ethical consumption and incentivise brands to uphold and disclose responsible practices across their supply chains, ultimately resulting in better living standards for vulnerable people at the end of supply chains and reductions in child labour, modern-day slavery and exploitation. In addition, the ethics link type will support regulatory compliance as disclosure obligations increase in NZ and globally.”

— Gerard & Hana Wakefield, Founders of Ethos & Co.

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“We must all become actively involved in the abolition of 21st-century slavery. The international human rights group Walk Free has surveyed 75 countries to compile their Global Slavery Index, finding an estimated 50 million people are trapped in modern slavery, including 27.6 million in forced labour exploitation (Global Estimates of Modern Slavery 2022). This number far exceeds the 13 million Africans kidnapped and trafficked across the Atlantic between 1501 and 1867 (transatlantic-slave-trade). Walk Free urges us to combat modern slavery with “robust evidence, policy change, and grassroots action” (walkfree.org). Specifically, actions fall into three categories. First, national and transnational systems must be strengthened: “Core to the eradication of modern slavery is holding governments and international bodies to account and protecting vulnerable populations.” (walkfree/strengthening-systems) Second, modern slavery must become socially unacceptable: “Making modern slavery socially unacceptable and changing the behaviours and social norms that drive modern slavery are critical to ending all forms of exploitation.” (walkfree/making-modern-slavery-unacceptable/) Third, slavery must be eradicated from all supply chains: “Modern slavery will never be ended unless we disrupt high-risk industries, leverage the financial sector and safeguard vulnerable workers.” (walkfree/supply-chains) Particularly relevant to these actions is harnessing consumer purchasing power to demand change. We need to engage in change advocacy by educating consumers to buy from companies seeking to reduce worker exploitation in their supply chains. This is where GS1 has the opportunity to facilitate change by providing the information consumers need to make informed purchasing decisions. GSI New Zealand’s own statement presents the vehicle by which this can advance: “As well as barcodes, we provide global data standards and solutions for identifying, capturing and sharing product and location information.”

— Dr Michael Webster, PhD, Master of Business Studies, Honorary academic, former Senior Lecturer, Faculty of Education and Social Work, University of Auckland.

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“I strongly support the inclusion of consumer-facing information within 2D barcodes to provide greater transparency about supply chains. Increasingly, people want to understand where their products come from, how they are made, and whether a brand’s values align with their own. It is time for our digital infrastructure to support ethical production and acknowledge the humanity behind supply chains. Greater transparency empowers consumers to make informed choices and helps move us toward a fairer, more accountable global marketplace.”

— Ana Wilkinson-Gee, Founder and Director of Holi Boli Fashionz.

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