Target is introducing Target Zero, a new initiative that responds to growing guest interest in products that help reduce waste. Guests will now see a Target Zero icon in stores and online that will signal Target products and packaging that are 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 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.
“We recognize shoppers' growing calls to find products that fit within their lifestyle, designed with sustainability in mind,” said Jill Sando, executive vice president and chief merchandising officer for Target, in a statement. “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.”
The Target Zero icon will be seen by guests on shelves in-store, and through a dedicated online experience at target.com. Hundreds of products from brands including Burt’s Bees, Plus, and Pacifica are among the first to be featured. Additionally, select products from Grove Co. and Target’s Everspring brand will join the collection beginning in April.
“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,” said Amanda Nusz, senior vice president of corporate responsibility and president of the Target Foundation, in a statement.
Examples from the first cohort of Target Zero products include a new, exclusive-to-Target packaging innovation 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, first-of-its-kind body wash that eliminates excess water and waste in the form of a dehydrated, dissolvable square that transforms when you add water.
Target Zero will be a key driver of progress for Target Forward goals, including Target’s aim to be the market leader for creating and curating inclusive, sustainable brands and experiences by 2030, as well as the retailer’s aim to have 100 percent of its owned brand plastic packaging be recyclable, compostable, or reusable by 2025.
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