Walmart launches 'Built for Better,' an online 'purposeful' shopping destination for customers
While Walmart has historically been focused on providing value and discounts to its customers, its 'Built for Better' program represents an evolution of the retailer's promise to shoppers, said Jane Ewing, Walmart senior vice president, sustainability.
"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. 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," said Ewing.
Products included in the new program (accessible through Walmart.com) are marked by a "Built for Better—For You” or "Built for Better—For the Planet" and span a range of categories food and beverage and beauty to baby and home products.
Within the food and beverage category, the Built for Better icon will highlight "more nutritious products or those that meet independent and authoritative standards that recognize products made without specific materials or ingredients customers may not want," said Ewing.
Some of these standards include Bee Better Certified, Best Aquaculture Practices (BAP), and Fair Trade Certified. Walmart has identified more than 2,000 products that qualify as part of the program and will continue to expand its assortment.