From Trend to Tool: The QR Code Comeback

Over the past few years, QR (Quick Response) codes have made an impressive comeback. Once seen as a fleeting trend, these black-and-white squares have become essential tools for marketing. Organizations are leveraging QR codes to connect with audiences, streamline information sharing and measure engagement.

The pandemic accelerated the revival of QR codes as businesses sought contactless solutions. Consumers quickly adapted, using QR codes for menus, event check-ins and digital payments. According to Meltwater’s 2025 digital report, 35.8 percent of USA residents over the age of 16 use or scan QR codes each month. That number rises to 50.8 percent globally. In the early days, scanning a QR code required downloading a specific app, which limited widespread use. Today, smartphone manufacturers have integrated QR scanning directly into native camera apps, which makes the technology more accessible and user-friendly than ever. This ease of use has played a significant role in the resurgence of QR codes and their adoption across industries. 

The possibilities are vast. We see agricultural businesses using QR codes on packaging to link customers to farm-to-table stories, sustainability efforts or recipes. In the Rural Health sector, health providers use them on appointment cards to offer directions, patient forms or wellness resources. Our clients gain more access to connectivity to their customers for things like easy access to an online media kit during an annual event, capturing prospective student/parent info for enrollment at Global Impact STEM Academy and providing easy access to a contact form for international buyers to better understand the benefits of Ohio soybeans.

One of the biggest advantages is the ability to track engagement. QR codes can be customized with trackable URLs, allowing you to monitor scans, location data and peak usage times. This data provides valuable insights into audience behavior and campaign effectiveness, helping you refine future strategies. When choosing a platform to create and track QR codes, consider factors like ease of use, customization options, tracking capabilities and scalability for future campaigns. In our agency, if we need to create a QR code with no tracking capabilities, Canva is our go-to generator. In most instances, though, we use a generator with built-in data tracking, like Bitly.

To maximize the impact of QR codes, follow these best practices:

• Place codes where they are easily visible and scannable.
• Ensure the linked content is mobile-friendly and relevant.
• Test the code before printing to avoid broken links.
• Include a call-to-action to guide users on what to expect (ex: “Scan here to sign up for our e-newsletter.”)

And, like any tool in PR and marketing, QR codes have a time and a place for usage and should not be considered a slam dunk solution in every use situation. Avoid using them in these scenarios:

• Poor Internet Connectivity: If your audience is in an area with limited or no internet access (as is the case a lot in agriculture and rural health), the code becomes useless.
• Print on Moving Objects: Placing codes on vehicles or items in motion makes scanning difficult.
• Small or Hard-to-See Prints: QR codes that are too small or placed in awkward locations may frustrate users.
• Digital-Only Spaces: Using QR codes in emails or websites is redundant since users can click links directly.
• Security Concerns: Avoid using QR codes if the content could be altered maliciously without proper security measures.
• Audience Limitations: If your target audience is unlikely to use smartphones or be familiar with QR codes, consider alternative methods.

QR codes are here to stay this time around. They’re a versatile, cost-effective tool for engaging audiences and gathering measurable data. By using them strategically, you can incorporate QR codes into your marketing and communication efforts to build stronger connections with your audience(s) while also ensuring you use them where they truly add value.