M&S has launched its inaugural sustainability innovation challenge for start-ups, with the retailer looking to work with tech-focused partners in its efforts to build a sustainable future and achieve its net zero by 2040 goal.

Alongside the innovation and investment firm True, M&S’s Ignite team – the home of open innovation at M&S – said it is looking for ideas and technologies that can encourage more sustainable behaviours amongst its customers, as well as solutions that can help M&S achieve further efficiencies in its agricultural supply chains.

Start-ups and scale-ups can apply to one – or both – of the two tasks, with the top solution for each chosen for a proof of concept and trial across M&S, with scope for further rollout.

1. Sustainable agriculture challenge (targeted at Farmers and Food & Beverage Producers across the UK).

This task is about identifying innovative solutions that offer end-to-end process efficiency whilst promoting sustainability across the full agricultural supply chain. M&S is looking for businesses that can help it further improve its approach to sustainable farming so that it can continue to manufacture great products with minimal impact on the environment and protect valuable resources. Find out more on this challenge and apply here.

2. Changing customer behaviours towards sustainability challenge (The technology will initially be used with UK-based customers with the potential for wider rollout depending on solution fit. Expected target markets are prospective M&S customers; younger, sustainability-driven consumers; existing and new Sparks loyalty members.)

As part of its recently reset Plan A programme, M&S has taken responsibility for looking to the future and understanding and reducing its own impact. The retailer believes that helping customers recognise and reduce theirs too is also a critical part of delivering a sustainable future. This is why M&S is looking for technological innovations that can drive better engagement with customers and help them make more sustainable choices. Find out more on this challenge and apply here.

The deadline for applications is 00:01, Friday 1st July.

After this, there will be two pitch days – one for each brief – where successful applicants will be given the opportunity to pitch their products or services to a panel of judges from across M&S directly responsible for delivery of innovation and the Plan A agenda.

One solution will be chosen as the winner for each brief and receive a trial with M&S or one of the retailer’s Selected Farm partners.

Find out more, and apply, here