Large retail chains are no longer putting sustainability on the back burner. Within the last five years, big brands have been pursuing bold moves to stake their claim in complying with growing customer demand for quality products with a socially driven or environmentally sustainable mission attached.
Such is the case for brand giant Whole Foods that in 2012, introduced an ingredient certification process for all of the personal care products it sells. Walmart is equally pushing the sustainability needle on its offerings, having recently made headlines for its latest venture to offer cheap, organic food products across 4,000 stores.
Following suit is retail giant Target, which recently unveiled its latest move toward expanding sustainable, organic and natural product offerings. Housed under its “Made to Matter—handpicked by Target” program, 120 new organic or natural health, wellness, grocery and beauty products will roll out to all of Target’s 1,754 stores over the next several months. The collection promises to make it easier to find products made with simple, recognizable ingredients with unbeatable prices.
“Almost all of our guests, 97 percent, say they buy some product that is natural, organic or sustainable,” Kathryn A. Tesija, Target’s executive vice president for merchandising and supply chain told The New York Times. “They’re looking for products in this category,” she said. “We’re making it easy by calling them out.”
Seventeen brands are included in the Made to Matter Program and consist of: Annie’s Homegrown, Burt’s Bees, Chobani, Clif Bar & Co., Ella’s Kitchen, EVOL, Horizon Organic, Hyland’s, Kashi, Method, Plum Organics, Seventh Generation, SheaMoisture, Target’s Simply Balanced, Vita Coco, Yes To and Zarbee’s Naturals. Participating brands, many of which are currently offered at Target, will introduce an exclusive item for six months.
Not only does this move make organic and sustainable products much more accessible to current Target customers with an affinity for eco-conscious lifestyle brands, but it also has the potential for Target to boost sales in a rapidly growing category for the chain.
Made to Matter will also serve as a launching pad for the introduction of sustainable spins on everyday products, such as Seventh Generation’s release of their first bleach-free cotton baby diaper. Select products will be available on Target.com and through Target’s mobile app.
Image courtesy of Target
Sherrell Dorsey is a social impact storyteller, social entrepreneur and advocate for environmental, social and economic equity in underserved communities. Sherrell speaks and writes frequently on the topics of sustainability, technology, and digital inclusion.