Winning the Hearts (and Wallets) of Millennial Families


Despite being more than 50 years old, Target still boasts mighty aspirations—it wants to grow from $70 billion to $100 billion in sales on the strength of a new strategic plan that embraces social purpose and sustainability as a key business driver.

Target retained BBMG to solve for the seamless integration of style, sustainability and social impact to deliver more value for its guests, employees, partners and communities. As CMO Jeff Jones put it: “Now is the time to translate sustainability into a new, design-forward movement that helps us delight our customers and grow our business.”


We mapped retail trends, interviewing experts and innovators. We conducted data mining and custom segmentation work. We journeyed to San Francisco and Chicago for home visits and shopping afternoons with a cross-section of Target guests. We then designed and facilitated a series of planning and ideation workshops with the Target team to identify the opportunities for game-changing innovation.

One insight kept us focused along the way: To truly inspire and delight our guests, we have to make healthy living simple and affordable; design products with more value and less impact; and work together to make a difference in our communities.


BBMG crafted a big bold vision for helping Target make life “Better by Design.” To make that vision a game-changing reality, we created seven platforms for innovation—four of which are now in the pipeline.


Target unveiled its “Better by Design” vision at the 2014 Retail Industry Leaders Association (RILA) conference.

The company also launched “Made to Matter,” which features 16 better-for-you brands—Annie’s Homegrown, Clif Bar & Co. and method, for example—selected by the Target team for the way they unite style and sustainability.

And under the heading “One for One, For All,” it announced a partnership with TOMS to launch a limited edition holiday collection featuring 50 fashionable items, each following the TOMS’ one-for-one giving model.

“A mighty big and sincere thank-you to the incredible BBMG team. We wouldn’t be where we are today without your partnership and thought leadership. The resulting product is just so much better for having worked with you.”

Kate Heiny, Director, Sustainability, Target