Walmart has launched an online shopping destination called “Built for Better” to make it easier for shoppers to identify and purchase products that are better for them and the environment.

In a blog post, Jane Ewing, Walmart senior vice president, sustainability, explained that the new initiative is in line with the company’s focus on helping its customers “live better lives.”

“Customers have always trusted us for our low prices, but they also want to know that the products they buy are good for their families, the people who made them and the planet,” Ewing wrote.

Walmart is using icons to highlight better products for personal use and the planet. Food products carrying the “Built for Better – For You” icon will need to meet higher nutritional standards and everyday essentials including cosmetics and detergents will fall under-recognized standards including EWG Verified, Standard 100 by Oeko-Tex, made without parabens, etc.

Walmart will also use an icon to call out “Built for Better – For the Planet” items. Products included in this group will conform with more than 30 independent standards with a primary focus on environmental benefits including Energy Star Certified, Rainforest Alliance Certified and the Better Cotton Initiative.

“We know transparency is important, so customers can learn more about the criteria and the organizations that help distinguish products in a methodology page on our site,” wrote Ewing.

The retailer is promoting the initiative with others related to sustainability in a marketing campaign that will direct consumers to

Ewing wrote, “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.”

Photo courtesy Walmart