The Target Zero initiative is being launched by the brand as a way to help shoppers more easily locate the products that are in line with their sustainability goals when shopping either online or in-store.
The initiative will see the brand implementing the Target Zero icon that will signal to the shopper when a product and/or its packaging is intended to be refilled, reused, composted or is made with recycled content. The brand will be launching the initiative across its beauty, personal care and household essentials categories with plans for expansion in the near future.
Senior Vice President of Corporate Responsibility and President of the Target Foundation at Target Amanda Nusz spoke on the Target Zero initiative saying, "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. 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."
Eco Big-Box Retailer Initiatives
The Target Zero Initiative Helps Shoppers Identify Sustainability
Trend Themes
1. Sustainability-focused Products - Brands can create new product lines focused on sustainability, such as refilling, reusing, composting, or using recycled content.
2. Conscious Consumerism - Consumers are becoming more conscious about sustainability and expect brands to prioritize eco-friendly initiatives.
3. Targeted Marketing - Brands can leverage sustainability as a marketing tool by identifying and targeting consumers that are environmentally focused.
Industry Implications
1. Retail - Retailers can create sustainability campaigns to attract conscious consumers and collaborate with eco-friendly brands and suppliers.
2. Consumer Goods - Consumer goods companies can innovate by creating eco-friendly product lines that align with consumers' sustainability goals.
3. Packaging - Packaging companies can develop sustainable packaging solutions that align with the eco-friendly products offered by brands.