A new sustainability initiative, Walmart’s Built For Better program helps customers live better as they shop for everyday low prices. Showcasing sustainable goods to eco-conscious customers makes price-conscious ones more likely to see them too. This initiative also significantly enhances the visibility of these products, boosting the likelihood of attracting customer attention. Products that already have any of the certifications featured within the program are automatically eligible for inclusion. Displaying the pertinent certification in the product’s details reinforces the product’s sustainable attributes and helps customers make informed choices.
Where Price-Conscious Meets Eco-Conscious
Walmart sells products at everyday low prices. Budget-conscious customers and value-conscious customers from high-income segments shop at Walmart for sustainable products. People are used to conventional alternatives at a much lower price, but Walmart has customers who are ready to pay a little more for sustainable alternatives, according to Dr. Rajneesh Suri, Professor of Marketing at Drexel University.
Walmart’s reach as the top US retailer brings many customers to its website and stores. Showcasing sustainable goods to eco-conscious customers makes price-conscious ones more likely to see them too.
The Benefits of Walmart’s Built for Better Program
By entering the sustainability game, Walmart helps price-conscious consumers shop sustainably. Walmart’s Built for Better program shows that certified products meet the guidelines of an independent third party. Certifications provide consumers with information and transparency about sustainable products so they can make purchasing decisions that fit their needs and align with their values.
In addition, Walmart has the advantage of having both retail and online stores. Customers can check the price and any sustainable certifications a product has online. If the product is on the shelf at Walmart, they can go to the store and pick it up immediately.
The Three Pillars of Walmart’s Built for Better Program
Walmart divides its Built for Better program into three categories: Built Better for You, Built Better for the Planet, and Built Better for the Community. To identify sustainable products, both Built Better for You and Built Better for the Planet use third-party certifications.
Walmart’s Built for Better for You
This pillar focuses on personal well-being and spotlights products that are nutritious and made with better ingredients and materials. In addition, customers can find products like frozen vegetables, shampoo, and laundry detergent with certifications like EWG Verified, Standard 100 by OEKO-TEX, and EPA Safer Choice.
Walmart’s Built for Better for the Planet
This pillar places a strong emphasis on the well-being of the Earth and its environment. Specifically, it highlights products with certifications like Energy Star Certified, Rainforest Alliance Certified, and Cradle to Cradle, which all underscore their commitment to ecological sustainability and responsible resource management.
Walmart’s Built for Better for Communities
This pillar highlights local, Black-owned, and women-owned brands. All products under this pillar are either made, grown, or assembled in the U.S., or are sourced from a certified women-owned or diverse-owned business. Although this part of the program doesn’t use certifications, it is a way for customers to access local, Black-owned, and women-owned businesses they want to support.
Clean Beauty is Part of Walmart’s Built for Better Program
Walmart has its own “Made Without List for Beauty”—a list of 1200+ ingredients that are not found in products that are part of the Built for Better program. The list is based on
- Input from the Underwriter Laboratories
- A third-party laboratory
- The Environmental Defense Fund
Walmart’s Made Without List makes it easier for customers to shop for beauty products without harmful ingredients. Walmart plans to update the list annually.
Does your product have a recognized certification?
Walmart currently recognizes 30 of the over 450 certifications available. These certifications include EPA Safer Choice, Global Organic Textile Standards (GOTS), Fair Trade, and Energy Star. Find a complete list here.
Many other retailers, like Amazon and Wayfair, also recognize these certifications. Choose a certification that best fits your products and is recognized by multiple retailers to optimize your accessibility to eco-conscious consumers across platforms.
With so many options, it can be hard to determine which certifications fit your product best. Softly will help you find the right certification for your product so you can maximize the benefits on Walmart and other retail sites that have similar programs.
You can learn more by following Softly’s 7 Steps to Finding the Right Sustainability Certification for your Business. For more information about some of the certifications recognized by Walmart, check out Softly’s YouTube channel for informational webinars on certifications like Cradle to Cradle and Global Organic Textile Standard.
Do you have more questions about the appropriate certification for you? Schedule a free consultation with Softly today. We simplify sustainability and, as a result, make sure that you are getting the optimal certification for your products!
Conclusion
Once you have a Walmart Built for Better certification, eco-conscious and price-conscious customers can find your product by looking for the Built for Better icon. Walmart displays the certification under your product’s details, showing consumers how your product meets sustainability goals. As a result, this can help you reap the rewards of your sustainability efforts.
Softly can help you increase revenue and improve your access to markets by optimizing your sustainability certification strategy. As a result, you can reach a wider range of consumers, including eco-conscious shoppers. Additionally, Softly’s solutions can simplify sustainability for your brand, making it easier for you to participate in programs like Walmart’s Built for Better program. Click here to learn more about how our solutions can simplify sustainability for your brand and help you become a part of Walmart’s Built for Better program!