Every target synonym fits only one kind of target: goal, aim and objective suit plans, quota suits numbers, and victim or butt suit a person on the receiving end. Choose carelessly and a business plan may turn into something that sounds like a hunting trip.
This guide sorts the noun into four senses, adds the verb (to target a market, to target a group), and shows which words feel at home in reports, sales updates and everyday speech.
Swatch at a glance
Best swaps
goal, aim, objective, quota, markPart of speech
Noun and verbMost formal
objective, benchmarkMost casual
aim, go afterFor numbers
quota, figure, benchmarkWatch out
Victim and prey only fit people or animals under attack, never a sales plan.Word forms covered
targets, targeted, targeting
Each target synonym by the kind of target
First work out what sort of target your sentence names. Then pick from its row.
| Kind | Swaps | In use |
|---|---|---|
| An end result | goal, aim, objective, purpose | Our objective is faster delivery. |
| A number to hit | quota, benchmark, figure | The team beat its monthly quota. |
| A physical mark | mark, bull's-eye, quarry | The arrow landed just left of the mark. |
| A person attacked | victim, butt, scapegoat | He became the butt of every joke. |
Goal, aim or objective: how the shades differ
Scan the colored strip: aim is breezy, objective is buttoned-up. Aim is light and conversational. Goal is the all-purpose word and works almost anywhere. Mark adds a sense of a line you must reach, as in hit the mark. Benchmark is a standard to compare against, and objective is the planning word that managers and grant writers love.
A quick rule: goals can be personal, objectives are usually written down and measured, and aims tend to be broad.
Before and after swaps
- Our sales target for spring becomes our sales quota for spring.
- The study had one main target becomes the study had one central objective.
- His target this year is a marathon becomes his goal this year is finishing a marathon.
- The new manager was a target for blame becomes the new manager was a scapegoat.
- We hit our target becomes we reached our benchmark or we hit the mark.
- A target for jokes becomes the butt of jokes.
In a weekly update email: "We are close to target" reads fine, but "We are 40 units short of our quota" tells the reader exactly where things stand. A number word plus a number beats a vague target.
Synonyms for targets, targeted and targeting
As a verb, target means to aim something at a chosen group or thing. Good swaps are aim at, focus on, direct at and single out.
- The ad targets young parents becomes the ad is aimed at young parents.
- The tax targeted corner stores becomes the tax singled out corner stores.
- Targeting older readers becomes focusing on older readers.
Single out often suggests unfair treatment, so keep it for criticism. For a neutral tone, focus on or aim at works better.
Office memos, resumes and texts
Proposals: objective, benchmark and milestone sound planned and measurable. Resumes: pair a word with a result, such as exceeded quota by 20 percent. For further phrasing, open resume and work words. Casual talk: aim and goal are natural, and go after suits plans with energy, as in we are going after the youth market.
Near synonyms that point the wrong way
Destination is a place, not a result, so it only fits a travel or delivery target. Dream is softer than goal and suggests something you may never reach. Prey and quarry belong to hunting and sound harsh when used for customers. Recipient is not a target either: it receives something, often a gift or a message, without being aimed at.
Opposites worth knowing
Target has no single antonym, but a few words sit on the other side. A starting point or origin is where you begin rather than where you end. A miss is the result of not hitting a mark. In the attack sense, the opposite of the target is the attacker.
- We set a baseline, then a target becomes we set a starting point, then a goal.
- The second arrow was a clean miss.
Frequently asked questions
What is another word for target in business?
Objective, goal and quota are the usual choices. Use quota for sales numbers and objective for plans that are written down and measured.
Which target words sound most formal?
Objective is the most formal for goals, and benchmark is formal for numbers you compare against. Both suit reports and proposals.
Can I use aim instead of target?
Yes, for goals: our aim is to grow. As a verb, add at: the campaign is aimed at students. Aim sounds a little less precise than target.
What phrase describes someone everyone jokes about?
The butt of the jokes is the common phrase. Victim works for unkind treatment in general, and scapegoat means someone unfairly blamed.
What is a synonym for targeted?
Aimed at, focused on and directed at are neutral. Singled out suggests the treatment was unfair.
Is goal the same as target?
Mostly. A target often has a number or a date attached, while a goal can be broad. Hit a target and reach a goal are the natural pairings.