Target identifies eco-friendly products with new icon

Target Corp. is launching a new initiative to signal sustainable products and packaging across its omnichannel assortment.

The discount giant is unveiling Target Zero, a new effort the company says responds to growing customer interest in products that help reduce waste. Customers will now see a Target Zero icon in stores and online that identifies products and packaging designed to be refillable, reusable, or compostable, made from recycled content, or made from materials that reduce the use of plastic.

Hundreds of new and existing products from brands across Target's beauty, personal care and household essentials categories will be among the first in the Target Zero collection, with plans to expand the assortment in the future. The initiative builds on Target Forward, a comprehensive sustainability strategy it introduced in June 2021 whose goals include sourcing 100% of its electricity from renewable sources by 2030, as well as having all of its owned brands’ plastic packaging be recyclable, compostable or reusable by 2025.

Target Zero also marks one of the first initiatives engaging Target brand partners in Target Forward. The retailer worked with existing national brand partners and owned brands to identify products that meet specific requirements to be a part of the program's first cohort. Target says it will continue to work with its partners to expand the assortment with additional products meeting the Target Zero criteria.

The Target Zero icon will be displayed on shelves in-store and through a dedicated online experience on the Target e-commerce site. Hundreds of products from brands including Burt's Bees, PLUS, and Pacifica are among the first to be featured. Specific eco-friendly features of these products include a new, exclusive-to-Target packaging design from Burt's Bees that uses metal tins for its lip balms that are recyclable and made without single-use plastics; and products from PLUS such as a proprietary body wash designed to eliminate excess water and waste in the form of a dehydrated, dissolvable square that transforms when water is added.

Additionally, select products from Grove Co. and Target's owned brand Everspring will be added to the collection beginning in April 2022.

Chief Target rival Amazon recently launched a sustainable private label brand, Amazon Aware. Including products in categories such as apparel, home, and beauty. All Amazon Aware goods are designed and made from materials such as recycled polyester, organic cotton, and bio-based ingredients. Amazon initially introduced its Climate Pledge Friendly label in September 2020. The label signifies that the items have one or more of 19 different sustainability certifications, such as reducing the carbon footprint of shipments to customers.

"We can't wait to introduce our guests to Target Zero because we recognize their growing calls to find products that fit within their lifestyle, designed with sustainability in mind," said Jill Sando, executive VP and chief merchandising officer, Target. "Our aim with Target Zero is to keep delivering on their needs through our ever-evolving product assortment, as well as to give brands investing in reduced waste products and packaging an opportunity to have those products highlighted by Target."

"Target Zero unlocks important progress toward our Target Forward ambitions, each of which require collaboration from our partners and action from our guests to be realized," said Amanda Nusz, senior VP of corporate responsibility and president of the Target Foundation, Target. "By making it easier for our guests to identify which products are designed to reduce waste, Target Zero helps them make informed decisions about what they purchase and advances a collective impact across our brand partners, our product shelves, and within our homes and communities."

Minneapolis-based Target Corp. operates nearly 2,000 stores across the U.S.