What is Target Zero?
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Trusted by top retailers, certification bodies, and 90,000+ brands
Target Zero is not just a badge—it’s a signal to over 30 million weekly guests that your brand is part of a future-forward assortment.
To meet rising demand for sustainable products, Target developed and launched Target Zero, its flagship sustainability merchandising program designed to reduce waste and empower brands to spotlight their sustainability investments. The program spotlights products and brands that reduce waste—including packaging or products that are reusable, refillable, compostable, concentrated, or contain recycled content/material.
The program is built on ten core pillars. Products meeting one of these standards earn the Target Zero badge in-store and online.
Why should brands participate?
Enhanced Visibility
Certified products receive special labeling both online and in physical stores, helping them stand out on crowded shelves and in digital searches.
Willingness to Pay
According to McKinsey research, 60% of consumers say they will pay more for products with sustainable packaging.
Competitive Advantage
As sustainability becomes increasingly important to purchasing decisions, the Target Zero label builds consumer confidence and differentiates products from competitors.
Novi makes it simple to align with Target Zero—whether you're certifying under one pillar or all ten.
Target Zero gives brands a powerful way to scale impact and visibility—turning sustainability into a growth engine.
Get startedTarget Zero Pillars:
Compostable products and/or packaging
Products and/or packaging made with materials certified to break down safely in composting facilities.
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 materials in their packaging
Refillable products and/or packaging
Products and/or packaging designed with intention to refill to reduce total waste
Reusable products and/or packaging
Products and/or packaging specifically designed for multiple uses rather than single-use disposal
Waterless or concentrated
Products that contain less water to minimize packaging and water use
How to join Target Zero:
To certify under Target Zero, brands must meet Target’s criteria for one or more of the ten program pillars. While the requirements vary by category, Novi simplifies every step of the journey. Here's how it works:
01
Assess
Evaluate products against Target’s criteria, such as products and packaging designed with the intention of reusability at end of life, replacing single-use products.
02
Upload
Upload relevant data and product information. Novi streamlines the process ensuring that brands provide comprehensive and accurate information for evaluation by Novi’s system
03
Benefit
As part of its commitment to sustainability, Target Zero will cover the subscription costs of Novi for participating brands for a limited time.
04
Review
Target's sustainability experts will evaluate your application against the technical certification criteria. Address any questions or concerns raised during the review process.
05
Receive
Receive the certification decision and any conditions that must be addressed.
Novi, Target’s tech partner for Target Zero, helps you screen SKUs instantly, fill gaps fast, and send verified data directly to Target. Novi helps you get to approval (and that sales-driving badge) quicker.
Novi helps you unlock in-store promotion, digital exposure, and shelf presence at Target.
