Target Corporation has launched Target Zero, a new initiative in response to rising guest demand for waste-reduction items. Guests will now notice a Target Zero icon in stores and online, which will indicate items and packaging that are refillable, reusable, or compostable, manufactured from recycled content, or made from materials that reduce the use of plastic across Target's range.

Hundreds of new and existing products from Target's Beauty, Personal Care, and Household Essentials categories will be among the first in the Target Zero collection, with plans to extend the assortment in the future.

Target Zero builds on Target Forward's commitments to design and elevate sustainable brands and innovate to eliminate waste. Target Forward aims to co-create an equitable and regenerative future with its guests, partners, and communities and includes ambitions to design and elevate sustainable brands and innovate to eliminate waste. Target's size, scale, and resources are being used to create a one-of-a-kind assortment that promotes waste reduction through innovation and progress.

Amanda Nusz, senior vice president of corporate responsibility and president of the Target Foundation, said that Target Zero makes significant progress toward their Target Forward goals, each of which requires collaboration from their partners and action from their guests to be achieved. By making it easier for their guests to identify which items are designed to minimize waste, Target Zero empowers them to make better purchasing decisions and advances a collective effect across its brand partners, product shelves, and within their homes and communities.

Guests will be able to see the Target Zero emblem on shelves in-store and through a dedicated online experience at target.com. Hundreds of products from Burt's Bees, PLUS, Pacifica, and other companies are among the first to be showcased. Beginning in April, select Grove Co. and Target-owned brand Everspring products will be added to the collection.

Jill Sando, executive vice president and chief merchandising officer, Target, said that they're excited to introduce their guests to Target Zero because they understand their growing desire to find products that match their lifestyle while also being environmentally friendly. Their goal with Target Zero is to continue to meet their demands through their ever-changing product range, as well as to provide manufacturers investing in low-waste products and packaging with the opportunity to have their products highlighted by Target.

The Target Zero collection introduces guests to cutting-edge ideas that are advancing zero-waste solutions. Example innovations from the first cohort of Target Zero products include Burt's Bees' new, exclusive-to-Target packaging innovation for its lip balms uses metal tins that are recyclable and made without single-use plastics; and PLUS' 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 is one of the ways Target's sustainability strategy, Target Forward, will be realized in-store and online for Target customers. Target's objective is to be the market leader for creating and curating inclusive, sustainable brands and experiences by 2030, as well as the retailer's goal to have 100 percent of its owned brand plastic packaging be recyclable, biodegradable, or reused by 2025, would be aided by the program.

Target Zero is also one of the first Target Forward projects to involve Target brand partners. To be a member of the program's initial cohort, the store worked with current national brand partners and owned brands to discover products that met particular standards. Target will continue to work with its partners to extend the variety with new Target Zero-criteria products.