Case study: Leading GS1 UK through transformation

From strong foundations to a new era of leadership.

GS1 UK is a not for profit membership organisation and community of more than 60,000 businesses that use global data standards to improve transparency, efficiency and safety across sectors such as retail, healthcare and construction. Best known as the organisation behind the barcode, GS1 UK develops and maintains the identifiers and digital tools that make products traceable, trusted and accessible to consumers worldwide.

In 2018, Peridot supported GS1 UK to appoint Chris Tyas as chair. One year later, the then Chief Executive began a planned retirement after more than 15 years of sustained growth. Peridot was reappointed in 2020 to find the organisation’s next Chief Executive. GS1 UK needed a thoughtful, strategic leader who could represent it confidently on a global stage and bring together a diverse community of industries. The board sought foresight, adaptability and a strong sense of purpose.

That search led to Anne Godfrey, an experienced, values-driven leader whose calm confidence and strategic clarity would guide GS1 UK through one of the most turbulent periods in its history.

Steering through unprecedented challenges.

Anne took up the CEO role in August 2020 amid the dual pressures of COVID-19 and Brexit. As chair, Chris Tyas said, “Anne understands GS1 UK’s priorities, balancing commercial imperatives with the needs of our members, ultimately placing the informed, protected consumer at the heart of what we do.”

Her early focus was on reassurance and continuity: “It has never been more important for us to support businesses both large and small, and to inform and protect consumers.” Starting virtually, Anne quickly established stability and connection, setting a tone of confidence and collective purpose.

Crafting a vision: ‘Growth with Purpose’.

One of Anne’s first priorities was to lead the creation of a new three-year strategy, ‘Growth with Purpose’, launched in 2021. It reframed GS1 UK’s mission around sustainable growth, people and values, reaffirming its role as a not for profit that reinvests for social good.

The strategy was built on four pillars:

• Community engagement: strengthening member networks
• Voice and visibility: amplifying influence across sectors
• Standards and solutions: expanding digital tools and services
• Operational excellence: modernising systems and building collaboration

By 2023, more than 90% of the plan’s objectives were achieved or on track. The inclusive way Anne involved teams and the board built real ownership and a shared sense of purpose.

Strengthening membership and value.

Under Anne’s leadership, GS1 UK’s membership grew from 45,000 to more than 62,000 organisations. Over 12,000 new members joined in 2024 alone, many small and medium enterprises expanding into e-commerce and international trade.

Partnerships with Amazon, eBay, Shopify and TikTok helped small businesses use GS1 standards to trade effectively online, while the Growth Beyond Borders campaign supported exporters navigating post-Brexit changes. Member satisfaction remained consistently high, with Net Promoter Scores in the 70s.

Anne summed up the mission simply: to “support our members with best-in-class standards and services” that help them adapt and thrive. Tiered membership models also ensured relevance across every scale of business, from sole traders to multinational retailers.

Driving digital transformation and innovation.

Anne positioned GS1 UK at the forefront of digital change. A major focus was the shift to QR codes containing richer data. Tesco’s 2025 trial of GS1-powered QR codes marked a milestone, improving transparency, food safety and supply chain accuracy.

Internally, GS1 UK modernised its systems, launched an AI-powered member chatbot and was recognised for innovation. In healthcare, GS1 UK’s partnership with the NHS on the Scan4Safety programme demonstrated how barcoding patients, medicines and devices saves lives and money.

Championing collaboration and influence.

Under Anne’s leadership, GS1 UK became a leading voice on data, sustainability and supply chain transparency. When high-fat, salt and sugar food regulations were introduced, GS1 UK convened industry partners to develop practical compliance tools, turning a challenge into an opportunity for innovation.

The organisation also prepared businesses for Deposit Return Schemes and new digital product passport regulations, advocating for consistent, open data standards. “GS1 standards,” Anne said, “can help tackle some of the key societal issues of our time: sustainability, traceability and recycling.”

GS1 UK’s collaborative approach earned “Team of the Year” at the 2023 Memcom Excellence Awards for driving “growth with purpose and greater value to the totality of their membership.”

Building a future-ready organisation.

Internally, Anne strengthened GS1 UK’s resilience, expanding the team to around 90 people and embedding a culture of agility, insight and experimentation. Governance evolved, with close collaboration between Anne, Chris Tyas and the Supervisory Board to ensure transparent, strategic decision-making.

As Anne reflected, GS1 UK now has “the agility to adapt [and] the bold, creative attitude to try new things, fail fast and learn.”

Powering a world of possibilities.

In 2024, GS1 UK launched its new strategy, ‘Powering a World of Possibilities’. It builds on the foundations of Growth with Purpose and sets out an even more ambitious vision, using technology, data and community to drive change across industry and society.

“For more than half a century, GS1 standards have been transforming the way people work and live,” Anne said. “I’m excited at the role and the impact we can have in the future.”

The strategy’s aims to “reveal the truth behind every product,” “be a lynchpin for a safer, more sustainable world,” and “empower an ethically and socially aware consumer” show how far GS1 UK has evolved under her leadership.

Impact and legacy.

Five years on, GS1 UK is a more confident, collaborative and purpose-led organisation. Membership and influence have grown, digital transformation is well established and its reputation as a trusted voice in policy and industry is stronger than ever.

Anne Godfrey’s calm, inclusive and visionary leadership has redefined what GS1 UK stands for. As Chris Tyas reflected, she “strengthened GS1 UK’s resolve and purpose to support our members across all our key sectors, keeping patients, consumers and citizens safe and informed.”

For us at Peridot, it has been inspiring to see the leader we helped appoint deliver such a lasting impact. Under Anne’s guidance, GS1 UK has not only grown but deepened its purpose, showing how values-led leadership can power both organisational success and positive social change.

Guiding the next phase of impact.

We are driven by supporting membership organisations wishing to transform their leadership and inspire change. We believe it’s important to evidence the difference this work makes and GS1 UK’s story is one we’re deeply proud of. Our partnership continues to evolve, and in 2024, we were delighted to support the appointment of Jack Griffin as GS1 UK’s new Chief Financial Officer.

As GS1 UK looks ahead to its next chapter, our partnership continues. Following Chris Tyas’ significant contribution as chair, we are now supporting the recruitment of his successor to guide the organisation through the next phase of strategic growth, digital innovation and global influence. This search reflects the same shared commitment to values-led leadership and long-term impact that has shaped GS1 UK’s recent journey.