Eric Block On Responsible Branding

The retailer Asda has 500 stores across the United Kingdom, serves more than 18 million customers a week, and has a home shopping busienss that serves over 98% of UK homes.

Adsa just released the results of research it did with over 6,000 Asda customers – who they affectionately have labeled Everyday Experts.

Results from the research are encouraging and revealing.  One of the most compelling findings is that levels of caring about sustainability issues did not vary among high, middle or low income participants.

Other key findings in the report included:

• 80% said they plan to continue or increase the number of green products they buy.
• 80% said they buy green products because they think it’s just the right thing to do.
• 70% said they care about being green—no matter what their gender, age, location or income level, with more than a quarter (28%) saying they care very much indeed.

You can access the Asda research here.