Asda & Leeds University team to shape sustainable products

British supermarket giant Asda and the University of Leeds are working together on a study that aims to create more affordable, sustainable products as well as help shape consumer behaviour.

Over the next two-and-a-half years, what the two organisations are terming “the largest conversation on green living in the UK,” will lead to the creation of a green lifestyle action plan that will save customers money and benefit the local and global environment.

Asda says the study is unique within the UK retail sector, and is part of its strategy to continue to build on its sustainability programme.

The study features what is thought to be the largest customer panel in Europe, solely focused on developing customer insight into greener, more affordable lifestyles and product choices. The panel called Everyday Experts, is made up of 7,500 customers.

Paul Kelly, Asda’s external affairs director, commented: "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. Not only does this make sense for retail as a whole; it makes sense for customers and will continue to save them money in the long term.”

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 added: "We’re looking at what will work for the mainstream customer, and not necessarily those who are already committed to a ‘deep green’ lifestyle. This means working within people’s busy lives, desires and needs, so that reducing food waste for example becomes a habit and a way to reduce household food costs.
 

For the full story see the August issue of Ethical Performance.