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Walmart's Built for Better initiative creates an online shopping destination by using icons to flag products that are better for people and the environment.

Walmart unveils ‘Built for Better’ for purpose-driven customers

Icon program helps online shoppers find eco-friendly, wellness-focused products

Walmart aims to give customers an easier way to identify better-for-you, sustainable and transparent products.

Called  “Built for Better,” the program creates an online shopping destination for consumers by using icons to flag products that are “built better — for them and for the planet,” Jane Ewing, senior vice president of sustainability at Walmart, said in a blog post on Tuesday.

“For many of our customers, living better means shopping intentionally and prioritizing brands and products that align with the things that matter to them, whether it be healthy foods, clean living or sustainability. As we continue to expand our assortment, we too are intentional about ensuring customers have access to these brands and products at everyday low prices. But we know shopping with purpose often takes extra time. It requires researching products and reading labels, all of which can be overwhelming for our busy customers. That’s why we’ve created Built for Better,” Ewing explained. “We’re taking the guesswork out for our customers. All they have to do is look on for products deemed ‘Built for Better’ to discover items that meet independent and authoritative standards for promoting personal well-being and reducing our impact on the environment.”


Customers shopping on or the Walmart app will see items highlighted by the 'Built for Better — For You' and 'Built for Better — For the Planet' icons.

Starting today, customers shopping on or the Walmart app will see items highlighted by icons saying “Built for Better — For You” and “Built for Better — For the Planet,” Walmart said. The “For You” icons identify products that meet Walmart’s “Great for You” standard (foods in line with criteria informed by the latest nutrition science and authoritative guidance) or independent standards recognizing products made without specific materials or ingredients customers may not want. Such benchmarks include EWG Verified, Standard 100 by OEKO-TEX, EPA Safer Choice and Formulated without Parabens/Phthlates/Sulfites, among others.

Meanwhile, the “For the Planet” icons highlight eco-friendly, responsible products designed reduce the impact on the planet for future generations, notably sustainably sourced and climate-conscious items, Walmart noted. The environment-focused icon recognizes more than 30 independent standards, such as Energy Star Certified, Rainforest Alliance Certified, Better Cotton Initiative, Sustainably Grown Certified and Certified Sustainable Seafood.  

More certifications and standards for the Built for Better program are upcoming, Walmart reported.

“This announcement is just one component of Walmart’s greater sustainability strategy and our commitment to become a regenerative company, one dedicated to placing nature and humanity at the center of our business practices. Our efforts prioritize people and the planet by aiming to source responsibly, eliminate waste and emissions, sell sustainable products, and protect and restore nature,” Ewing said. “But it will take all of us to make a difference. That’s why we’re making it more convenient for the hundreds of millions of shoppers we serve each week

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