The Consumer Engagement Protocol and Next-Generation Product Identification projects are well connected to the B2B2C Information Needs Group (BING) of The Consumer Goods Forum. BING’s mission is to describe business requirements that will lead to scalable, standards-based, interoperable B2B2C services, thus empowering shopper and consumer choice through easy access to accurate information attributes, irrespective of the mobile or digital application or device being used.