Digitalization is key for an organization to achieve sustainability leadership, to be able to conform with sustainability objectives, support claims, and inform consumers and consecutive stakeholders. However, there is no impartial, credible, and universal market platform where market competition favors data exchange and traceability of products and materials. This paper addresses the question of how to utilize digital tools to meet the challenges at the interface between the producer and the consumer. The methodology of the study is action research, which includes various qualitative and quantitative research methods. The research results in the creation of an information system platform, which shows how to merge digital information with a product to provide credibility to consumers and support their purchasing decision based on the claimed lifetime of the product, the sustainability requirements met, how the consumer will find service and spare parts, as well as the design of a universal digital twin. This research contributes to the transparency and traceability aspects by showing how organizations can work and cooperate to create verifiable information and establish claims that support resource efficiency decisions, as well as demonstrating how a traceability system can facilitate the efficient use of materials and energy resources. © 2022 by the authors.