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

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

Russell Redman

September 21, 2021

3 Min Read
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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

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 Walmart.com 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.”

Related:Sustainability ranks high on consumers’ shopping list, new report shows

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Customers shopping on Walmart.com 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 Walmart.com 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

Related:CVS, Target, Walmart stores to test plastic shopping bag alternatives

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About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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