LONDON (Reuters) – Marks & Spencer (OTC:) pledged on Thursday to become net zero in carbon emissions across its own operations, its entire supply chain and its products by 2040, ten years ahead of a government target for Britain.

British citizens are becoming more conscious of climate change. Campaigners like Greta Thunberg and David Attenborough, an old broadcaster and naturalist, have encouraged them to do so.

Despite retailers responding by reducing waste and plastic use, some environmental groups criticised this response as “greenwashing”.

The M&S target is more ambitious than one set out by Tesco (OTC:), Britain’s biggest retailer, last week.

M&S, which sells food, clothing and homeware, launched a sustainability programme in 2007 and in 2012 became the first major carbon neutral retailer for its direct emissions.

The retailer aims to decrease its total carbon footprint to a third of the level by 2025. M&S has also committed to zero deforestation when sourcing palm oil or soy, and using sustainable fibres to 2025. They will also support suppliers in developing lower carbon farming methods.

It will not be an easy task. We need to transform how we make, move and sell our products to customers and fundamentally change the future shape of our business,” M&S CEO Steve Rowe said.

The retailer is offering treats to 12.5 million customers who sign up for its loyalty program “Sparks”, in return for donating unwanted clothing to Oxfam, a British charity. This will help get them onboard.

Britain reaffirmed its commitment in May to zero net greenhouse gas emissions by 2020. It hopes this pledge will inspire other nations ahead of November’s COP26.

Last month, M&S upgraded its profit outlook after a jump in demand for food in its home market and an online clothes sales surge indicated a turnaround plan was working.