The retail landscape is experiencing a green revolution, with consumers increasingly prioritizing environmental impact in their purchasing decisions. Target is responding to this demand by transforming how sustainable products are discovered, verified, and promoted through Target Zero. This flagship sustainability merchandising program connects eco-conscious shoppers across Target's 1,900+ store network with thousands of products designed to reduce waste and environmental impact.
The program isn't just about earning a badge, it's about connecting with 30M+ weekly Target guests who increasingly prioritize sustainability in their purchasing decisions. Target Zero serves as a signal to shoppers that participating brands are part of a more future-forward, sustainable assortment that aligns with their values.
What is Target Zero?
Target Zero is Target's comprehensive sustainability merchandising program that highlights products meeting rigorous standards across several sustainability pillars. A single product needs to qualify under just one of these pillars to earn the Target Zero badge in-store and online.
The Target Zero Pillars
Compostable products and/or packaging: Products and/or packaging made with materials certified to break down into organic matter under specific conditions.
Packaging alternatives: At least 50% of packaging must use plastic alternatives such as FSC-certified paper, aluminum, steel, or glass.
Recycled products and/or packaging: Products and/or packaging containing at least 30% post-consumer recycled (PCR) materials.
Reusable products and/or packaging: Products and/or packaging designed to be reused at the end of its initial use, in order to reduce waste.
Refillable products and/or packaging: Products and/or packaging designed with intention to be refillable in order to reduce overall waste.
Waterless or concentrated: Products that contain reduced water to minimize packaging and water use.
Products that meet one of these pillars earn the Target Zero badge, gaining enhanced visibility across Target's massive retail ecosystem.
How Target empowers shoppers to discover sustainable products
Beyond the badge, Target Zero products gain prime placement in search filters, category pages, and digital marketing campaigns. This multi-channel approach ensures that sustainability-focused shoppers can easily discover and purchase products that align with their values across Target's entire retail experience.
The program leverages Target's sophisticated e-commerce platform, which serves millions of daily visitors, to create dedicated sustainability landing pages and filtered search results. Shoppers can quickly identify Target Zero products through clear visual indicators both online and in-store.
How Target Zero breaks away from the pack
Massive scale and reach: One certification unlocks placement across Target's 1,900+ stores and digital platforms, reaching 30+ million weekly guests with unparalleled market penetration.
Integrated marketing power: Target Zero products benefit from Target's extensive marketing ecosystem, including circular ads, email campaigns, social media promotion, and in-store signage, amplifying brand visibility across multiple touch points.
Proven sales impact: Products in retailer sustainability programs have demonstrated up to a 12.5% sales lift within weeks of activation, as trust-building badges significantly influence consumer buying decisions.
Iconic US market presence: As one of the largest retailers in the US with over $100 billion in annual revenue, Target combines cultural influence with massive scale. From iconic store designs to major marketing campaigns, brands gain standout exposure in the highly competitive US retail landscape.
Streamlined onboarding: Target Zero's comprehensive yet flexible multi-pillar approach allows brands to find their best fit, while Novi's intuitive platform removes the guesswork for brands navigating the submission process.
Why did Target establish the Target Zero program?
Target recognized that sustainable shopping represents a fundamental shift in consumer behavior, not a passing trend. According to NYU Stern research, sustainable CPG goods drove nearly one-third of market growth between 2013 and 2023 despite holding less than one-fifth of market share. Additional insights from McKinsey indicate that 60-82% of consumers are willing to pay more for sustainable packaging.
Internally, Target Zero aligns with Target's comprehensive ESG strategy that commits to:
• Achieving net-zero emissions by 2040
• Eliminating waste in operations and helping guests reduce their environmental impact
• Sourcing more sustainably across all categories
• Creating economic opportunity within communities
Target Zero puts these commitments into action by bridging rising consumer demand with corporate sustainability goals to drive measurable impact across Target's retail strategy.
Who benefits from the program?
Shoppers gain a trusted, easy-to-identify way to find products that align with their sustainability values, supporting their environmental preferences while shopping at their favorite retailer.
Brands secure premium digital and in-store real estate to connect with values-driven consumers at massive scale. High-traffic web pages, targeted promotions, circular ad features, and in-store displays contribute to stronger visibility, deeper engagement, and ultimately, significant sales growth.
The planet benefits from increased availability and accessibility of sustainable products, driving positive environmental impact through mainstream retail channels.
Badged products signal value-on Amazon, Climate Pledge Friendly items saw a 12.5% sales lift within 12 weeks
How does Target Zero work?
For consumers:
- Look for the Target Zero badge to find verified sustainable products
- Shop via dedicated Target Zero landing pages and category filters
- Use sustainability-focused search terms and filters to discover qualifying products
- Access educational content about sustainability and product impact
For brands:
- Create a Novi account
- Upload SKU data for all products you wish to submit to the program
- Attest to the Target Zero pillars of your choosingAdjust any non-compliant SKUs where Novi flags gaps.
- Submit products for verification by Target's review team
- Benefit from Target covering Novi platform costs for participating brands
Put your purpose on display at Target with Novi
Target Zero represents Target's commitment to making sustainability mainstream. It is a comprehensive multi-pillar standard that celebrates innovation in packaging, ingredients, and product design. For conscious shoppers, it offers the transparency and education they seek, building trust and making it easier to find products that truly align with their values. For brands, it unlocks visibility across one of America's most beloved retailers and does so at a time when consumer demand for sustainable products is reaching new heights.
Whether you're launching your first sustainable product or have an entire portfolio ready to go, Novi makes Target Zero alignment seamless. Upload once, address gaps, and push badges straight to Target's product pages.
The future of retail is sustainable, and Target Zero is leading the way. By participating in this program, brands don't just earn a badge, they become part of a movement that's reshaping how America shops for a more sustainable future.
Ready to reach 30+ million weekly shoppers with your sustainable products? Sign up at Novi today to begin your Target Zero journey.
Credo’s SPG is outlined in four phases, of which the first two are actively in progress. As of June 2021, Credo has eliminated the use of single-use packaging for all products by their 130+ brand partners. Phase 2 calls for better materials, and the deadline to meet these requirements is June 1, 2024.
- No single-use items (masks, wipes, sample packettes, etc.)
- No PVC (#3 plastic), BPA/BPS, or PFAs
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be replaced by a more sustainable material
- All plastics must be identified by an RIC (#1, 2, 4, 5, 6, or 7) or abbreviation (e.g. PET, PP, Mixed).
- All paper products must be at least one of the following: Ancient Forest Friendly; FSC certified paper; 75%+ recycled paper (by weight); Tree free, or non-wood fiber grown and harvested in a sustainable manner
Grove Collaborative applies their packaging standards to all products on their site, and they strive to utilize the best available packaging solutions at the time.
- No single use plastic
- About 80% or more of the packaging weight is not plastic (a percentage which will rise over time)
- Refillable over recyclable
- Monomaterial components
- #1, #2, and #5 plastics, if plastic is absolutely necessary
- Lightweight candidates
- The highest percentage of PCR possible for components of any material
Additionally, Grove Co. is currently working on a pilot initiative, Beyond Plastic, which aims to be 100% plastic-free by 2025. Here are its definitions, which incorporate some of the general standards listed above:
- Primary packaging is not plastic (excluding coatings, lacquers and liners)
- No single use external plastic packaging or wrap
- ~ 80%+ of the product and packaging weight is not plastic
- For the remaining ~20% plastic, there should be no readily available alternatives or the remaining volume should be in the process of being phased out within a year, maximum.
- 20% plastic is not in perpetuity, just as a starting point. The goal remains to be effectively plastic free by the end of 2025.
- Use of plastic cannot negatively impact recyclability
Lastly, Grove also offers a mail-back collection service for plastic packaging, pouches, and tubes. See more details in their FAQ.
Target’s sustainability strategy, Target Forward, incorporates packaging requirements that can be best summarized in three major points: eliminate/reduce where possible, drive a circular market, and encourage good habits. By 2025, Target intends to have 100% of their owned brand plastic packaging be recyclable, compostable or reusable. On March 2022, Target announced their Target Zero program, which designates products that feature packaging under the specific guidelines.
- No PVC (#3), PVDC, or PS (#6)
- Products must be curbside recyclable (#1 and #2 plastics)
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be30% or more of packaging must be made from PCR materials replaced by a more sustainable material
- Refillable
- Reusable
- Certified compostable elements
- Certified compostable elements
Ulta Beauty’s Conscious Beauty policy provides guidelines for product formulations as well as packaging.
- Made from 50% PCR or PIR materials, or
- Made from 50% bio-based materials, or
- Be recyclable, or
- Be refillable.
Certifying bodies and other available resources
Many retailers incorporate other third-party certifications in their own packaging standards; brands and suppliers may pursue these certifications as well, depending on the policy. While they can be costly, third-party policies can provide further credibility for any environmental claims made.
In addition to policies, there are numerous resources available for sourcing, disposal, and further education on packaging.
The Ancient Forest Friendly™ designation by Canopy represents “the highest ecological qualities in the paper industry.” Ancient Forest Friendly pulp and paper is free of ancient or endangered forest fiber, made with 100% recycled or straw paper, and is whitened without chlorine.
BPI is a science-driven organization that supports a shift to the circular economy by promoting the production, use, and appropriate end of lives for materials and products that are designed to fully biodegrade in specific biologically active environments.
Their certification mark indicates third-party verification of compostability for manufacturers and brands to use on products and packaging.
Ecocert provides certification for 150+ standards in numerous industries, including cosmetics. Some of their most popular certifications include USDA Organic, Fair Trade (FFL), and Cosmos Organic.
See Ecocert’s full list of certifications.
FSC certification ensures that products (usually paper, cardboard, wood, etc.) come from responsibly managed forests that provide environmental, social and economic benefits. They own three registered trademarks:
• The initials FSC®
• The name Forest Stewardship Council®
• The checkmark-and-tree logo figure
How2Recycle (H2R) is a standardized labeling system that clearly communicates recycling instructions to the public.
Novi’s packaging solutions
Sourcing new components can be difficult, especially when it comes to verifying numerous claims. At Novi, our packaging experts will help you source, sample, and order verified components– whether you’re looking for something that’s compostable, curbside recyclable, 75% PCR, or more.
Pact is a nonprofit collective committed to action and education surrounding beauty recycling. They offer in-store drop-off and mail back collection programs for hard-to-recycle beauty packaging, and share other information on packaging production, material claims, recycling rates, and more.
