Target shifted from marketing-driven sustainability to embedding it into product design. The retailer pledged to use only recyclable, compostable, or reusable packaging for all store-brand products by 2025, with marketing now supporting the changes rather than leading them.
When I started working with Target back in 2000, I think 5 or 6, a lot of their sustainability initiatives were being driven by the marketing departments. And as we all know, you know, this is not a marketing story per se. This is about true change. It's about style with substance or style with soul. It's about looking at the product design and development and saying, how can we change what we're doing and incentivize our teams to be a part of that change. And so today, Target, instead of, you know, driving sustainability at the marketing level, they're driving it at PD&D.
Target is promising to only use recyclable, compostable, or reusable packaging on all of its store brands by 2025.
And then they're telling marketing, go away, we'll let you know when we can come back, when you can come back and you can tell these stories.
