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What does it truly mean to support local communities in a way that’s meaningful and sustainable? For Asda and Asda Foundation, it meant going beyond short-term grant giving to reimagining giving as a long-term, insight-led strategy driven by the voices of the people they support.
This is the story of how they turned their strategy into game-changing, community-led action.
In partnership with STRAT7 Researchbods, Asda and The Asda Foundation launched the Community Insight Tracker Survey – an ongoing research programme that captures the voices of over 1,500 participants, including customers within the Asda Community, in-store Community Champions and groups funded by Asda and Asda Foundation.
Some key features include:
And this isn’t insight for insight’s sake. The Community Insight Tracker is designed to:
"The insights gathered through the Community Insight Tracker have been instrumental in refining our funding strategy. By actively listening to the voices of the communities we serve - including local groups and charities - we've adopted a theme-based grant model. This approach allows us to align our support with the issues that matter most, enabling us to deliver more focused and meaningful impact where it’s needed most." Tracy Butler, Asda Foundation Lead
The Community Insight Tracker provides important insight, helping to guide Asda and Asda Foundation’s giving strategy.
In 2025, the Foundation launched a new wave of themed grant programmesIt’s a direct response to data highlighting young people’s challenges around mental health, education and job readiness.
This marked a shift in strategy for Asda Foundation: rather than offering general funding, themed programmes enable targeted support around the most pressing community priorities.
Earlier insight had already helped to shape the distribution of 2,600 grants worth £3.2 million in 2024 to grassroots organisations across the UK.
It also revealed widespread issues like social isolation and inadequate facilities, leading to a £1.2 million commitment to improve 65 community spaces.
The initiative is about more than data – it’s about listening deeply and acting meaningfully.
The Community Insight Tracker gives Asda and The Asda Foundation a richer, more human understanding of the communities they serve. And as needs evolve, so does their giving, ensuring every pound makes a measurable difference, grounded in real voices and real lives.
