Walmart makes it easy to shop for green and healthy products

Diving brief:

  • Walmart has created an online shopping destination called Built for Better to help customers find brands and products that meet their healthy eating, clean living or sustainability goals. Jane Ewing, senior vice president of sustainability at Walmart, written in a blog post Tuesday.
  • Icons on the website and app will help shoppers find products that meet independent standards such as EWG Verified, Energy Star Certified, or Rainforest Alliance Certified. “[W]We know that shopping with a purpose often takes longer. This requires researching products and reading labels, which can be overwhelming for our busy customers,” Ewing wrote.
  • The announcement is Walmart’s latest step toward its sustainability goals of becoming a regenerative company as retailers step up their climate-focused efforts.

Overview of the dive:

Walmart seeks to make it easier for customers to buy products that align with their health, nutrition and climate-friendly values ​​as the retail and grocery sectors tackle sustainability goals.

Walmart has set goals to manage or restore 50 million acres of land and 1 million square miles of ocean by 2030 and achieve zero emissions by 2040.

“We know that ‘better living’ goes beyond saving money, healthy living and sustainability. With Built for Better, we’ve created a framework that can evolve over time,” Ewing wrote.

As of September 21, shoppers now have two labels under Built for Better to help them find products. “Built for Better — For You” focuses on nutrition and products made without specific materials or ingredients, while “Built for Better — For the Planet” emphasizes products made in a way that reduces environmental impacts.

walmart methodology webpage on labels states that “For You” products must meet either Walmart’s “Great for You” standard or independent standards that recognize products made without certain materials or ingredients, while “For the Planet” must meet specific standards that recognize one or more environmental benefits. Thirty-six certifications are listed, with Walmart noting that it plans to add more in the future.

Walmart also associated “Built for Better” with its multi-channel marketing campaign encouraging people to “Live Better Tomorrow”.

Competitor Amazon expanded the products sold under its sustainable labeling program this summer by adding four certifications health, organic and animal welfare organizations. The e-tailer’s “Climate Pledge Friendly” initiative now includes 30 sustainability certifications, including Amazon’s Compact by Design certification. Meanwhile, Target offers online and in-store “wellness icons,” which include different identifiers for clean, cruelty-free, dye-free, non-toxic products and more.

Retailers’ emphasis on labels comes at a time when shoppers are placing more emphasis on buying brands that align with their values. According to a study published last year by IBM and the National Retail Federation.

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