Building on over a decade of retail activism, in 2020 Selfridges launched Project Earth, its evergreen sustainability strategy, with bold targets to reinvent retail and meet its commitment to a net zero future. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as resell, repair, refill and rental, and engaging with teams, partners and customers to inspire a shift in mindsets. Selfridges has made ambitious 2030 targets for everything it builds, buys and sells to meet its environmental and ethical standards; for 45% of transactions to come from circular products and services; and to build an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making. Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve net-zero carbon across the business by 2040 as a signatory to the Climate Pledge.