Target is helping sustainability-minded shoppers with relevant products with the launch of the Target Zero label, a curated collection of new and existing products that are designed to reduce waste. The initial launch includes national brands Burt’s Bees, PLUS and Pacifica and will expand to include additional products in the future.
The Target Zero icon will be featured both in-store and on Target.com, where shoppers can specifically shop the curated assortment. Every Target Zero item meets at least one of the following criteria:
- Reusable: Products or packaging intended for reuse at the end of the product’s life;
- Refillable: Items that can be refilled after they’re empty to reduce waste;
- Reduce Plastic: Products that use Forest Stewardship Council-certified paper, aluminum, steel or glass (preferably recycled) for most of their packaging;
- Include Recycled Content: Goods with at least 30% post-consumer recycled content in place of new plastic;
- Waterless or Concentrated: Items that contain less water to minimize packaging and waste, such as powders and concentrates;
- Include Compostable Elements: The product, the packaging or both contain compostable elements to keep waste out of landfills.
The program will help the retailer meet its Target Forward goals, which include becoming the market leader for creating and curating inclusive, sustainable brands and experiences by 2030 and making 100% of its private label plastic packaging recyclable, compostable or reusable by 2025.
“It’s incredibly complex to get to zero waste,” said Erica Shea, Senior Buyer and Sustainability Lead for Beauty at Target in a statement. “Our goal with Target Zero is to not only make it easier for guests to find reduced-waste products that fit into their lifestyles, but also to co-create alongside our national brand partners and owned brands suppliers so we can unlock solutions to some of the historical hurdles for sustainability in the beauty, personal care and household essentials spaces and beyond.”
Target’s continued efforts around sustainability could help set it apart from other retailers. A Deloitte survey of 750 executives found that nearly two-thirds of organizations had to cut back on environmental sustainability efforts due to the pandemic and resulting economic downturn.
However, millennial and Gen Z shoppers are 25% more likely to check sustainability ratings for a product or service they were looking to purchase than other generations, according to a survey by EY. This gives labeling efforts a potentially large payoff for companies looking to build loyalty with younger shoppers.