Asda’s academic link-up to push greener living

The programme aims to find ways to help UK families save money through greener lifestyles and create more affordable sustainable products which will save UK families money at home.

Over the next two-and-a-half years the largest “conversation” on green living in the UK will lead to the creation of a green lifestyle action plan.

The study is the only one of its kind within the UK retail sector, and is part of Asda’s strategy to continue to build on a powerful sustainability programme which has customers at its heart.

Asda’s strategy includes what is thought to be the largest customer panel in Europe, solely focused on developing customer insight into greener, more affordable lifestyles. This panel, Everyday Experts, is 7,500 customers strong.

Paul Kelly, Asda’s External Affairs Director, said: “Over the past two years we’ve already committed to passing on £800m of savings to our customers through our sustainability initiatives by 2020.

“Our Everyday Experts tell us they want consistently low prices without compromising on sustainability.

“We’ve joined with University of Leeds in a UK first to help change attitudes to sustainability and to bring new, improved and affordable sustainable products to the shelf edge.”

The University of Leeds will place a full time colleague into Asda to lead the research, help shape communications, new product development and examine large-scale shifts in customer behaviour.

Dr William Young, Director of Business and Organisations for Sustainable Societies (BOSS) research group at University of Leeds said: “We’re looking at what will work for the mainstream customer, and not necessarily those who are already committed to a ‘deep green’ lifestyle.

The partnership was launched at a parliamentary reception yesterday with MPs and industry experts.