With the Target Incubator, the US chain is aiming to foster Gen Z-run business start-ups that are looking to make a difference in the world. The company is specifically in search of creators and entrepreneurs that have come up with progressive business concepts, which would appeal to consumers in the same demographic.
In the past, Target ran a similar program that enabled it to connect with tech start-ups throughout the US, which was later expanded to India as well. Also launched was the Target Takeoff project, which functioned as a small-scale "boot camp" for start-ups in the beauty industry.
With the Gen Z demographic being largely misunderstood by marketers, the Target Incubator serves as a useful opportunity for the retailer to connect with them directly, and appeal to a new demographic of consumers that are increasingly holding more purchasing power.