Target Rolls Out 'Zero' Waste Icon

Target created a new visual icon to elevate products and packaging designed to help reduce waste. Employing a natural brown color, the "Target Zero" icon rolled out to stores and Target.com this month to highlight items that have at least one of the following product or packaging attributes: Reusable: Designed with the intention of being reused at end of life. Reduce plastic: Swap out plastic for Forest Stewardship Council-certified paper, aluminum, steel or glass (preferably recycled). Waterless or Concentrated: Powdered, concentrated or other formulas that reduce water use and minimize packaging. Refillable: Created to be refillable. Include recycled content: Contain at least 30% post-consumer recycled content in lieu of virgin plastic. Include compostable elements: Contain elements that are compostable. The first collection of Target Zero products spans hundreds of new and existing SKUs across beauty, personal care and household essentials. Target Zero joins the list of about 30 "wellness icons," including Target Clean, that the retailer began introducing multiple years ago to enhance shoppers' ability to make informed purchasing decisions in stores and online. The icons identify SKUs that are, for example, organic, bio-based, vegan, sustainably sourced seafood or made with organic cotton. In recent years, the retailer also has rolled out icons to signal if a product is Women- or Black-owned. A list of icons and their respective definitions is available on Target.com/wellness. In store beauty departments, an endcap outfitted with a "Target Zero" header highlights SKUs from the collection, such a "Sweet Mandarin"-scented lip balm in a recyclable and reusable tin from Clorox Co's Burt's Bees, and Target-exclusive deodorants from Raw Sugar in plastic-free, biodegradable packaging. Online, select SKUs from brands, including Unilever's Dove and private label Everspring, depict the Target Zero icon, among others, on their respective e-commerce pages. A promotional page on Target.com also highlights all Target Zero SKUs, allowing shoppers to browse and shop by category and attribute. The Target Zero icon furthers key commitments made through the retailer's Target Forward sustainability strategy that includes ambitions to design and elevate sustainable brands and innovate to eliminate waste. To learn more about Target Forward, see the "Cause/Community Programs" section of Target's profile.

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