Target, a top 10 retailer in the United States, has pledged that by 2040 its U.S. operations will generate no waste for landfills and its emissions across both its operations and supply chain will be net zero.

The pledge is part of a bold new sustainability initiative, Target Forward, which also commits the retailer to ensuring that 100% of its owned brand products are designed for circular use by 2040. That means Target will design its brand products to eliminate waste, using materials that are regenerative, recycled or sourced sustainably, to “create products that are more durable, easily repaired or recyclable,” the company said.

“As a company and a member of the global community, it’s imperative for both the health of our business and of our planet that we embrace new ways to move forward,” said Target CEO/Chairman Brian Cornell. “We know sustainability is tied to business resiliency and growth, and that our size and scale can drive change that is good for all.”

Target has already been busy on green initiatives. For instance, it has projects and partnerships in place that, when complete, will result in it purchasing nearly 50% of its electricity from renewable sources as it builds toward buying 100% of its power from such sources by 2030.

The Target Forward initiative also includes goals aimed at promoting inclusivity. “By 2030, Target aims to build a team that equitably reflects the communities it serves, beginning with its commitment to increase Black team member representation across the company by 20% by 2023,” the company said.

The Target Forward plan is another sign that working toward true sustainability in operations and product offerings is not a trend, but rather a movement that will continue making gains across industries in the years ahead. Promo product leaders have consistently named sustainability initiatives as an increasingly central focus, not least of all because end-clients are demanding it be so.

Leading suppliers in promo have been ramping up efforts on environmental stewardship and social responsibility, and innovative new services like SwagCycle have come to the promo market.