We know that our customers have something to say about sustainability, and we want to listen. Asda has the largest customer panel on sustainability in Europe and we regularly ask our 20,000 Everyday Experts for their opinions on green issues. The insights they share are invaluable and really do help us to shape the way we do business.
Our Everyday Experts panel has grown from 7,500 back in 2011, to 20,000 in 2015. That’s 20,000 people telling us what they think, what they like and don’t like, what they talk about, what they want Asda to do or to change. All in all, it’s a panel that creates hugely significant results.
The customers on the panel come from right across the UK, but the majority call England home. The overall make up of the panel has changed over the years, but there has always been more women than men, probably due to the fact that women are still the primary shoppers.
And what they have told us has been fascinating. We know they care about being green and they want to lead more sustainable lifestyles. What’s also important is that these results come at a time when many of our customers are feeling the pinch, and when cost is at the forefront of their minds.
We listen and we act
Our commitment to sustainability, along with our commitment to make environmentally friendly products affordable and accessible to all, is backed up by what our Everyday Experts have told us.
We have used the views of our Everyday Experts to shape the way we do business. In 2014, 85% of customers told us that they wanted Asda to help them reduce food waste. So in 2015, we ran Love Food Hate Waste activity in our 600 stores with the help of our Community Life Champions.
And our customers have always cared about being green. In 2015, 92% of our Everyday Experts care about being green. That’s a huge number, and we’re working hard to do what we can to help them lead greener lives.
We're also working with the University of Leeds to translate these customer attitudes to actions. As a result of this research, we are aiming to help our customers save money in their own homes and increase the trust they have in Asda in terms of sustainability. Alongside this, we will also gain insight into the products and services that our customers want to see – information that can directly benefit our trading teams.
To find out more about what our Everyday Experts think, download our Green Britain Index.