Asda and Asda Foundation invest half a million pounds into bringing local communities together to help spread Christmas Kindness to combat loneliness

It’s called the most wonderful time of the year, but for thousands of over 60’s across the UK, feeling lonely and isolated is the biggest worry in the run up to the festive season.

Statistics come from Asda’s latest Christmas Community tracker, which surveyed over 2,000 people, the report highlights that the lack of human interaction and conversations is the biggest worry older people will suffer during the festive period.

In a bid to bring more people together across the festive season, Asda Foundation is supporting over 550 community groups through its Better Together grants, which bring people together, reduce social isolation, and support those most in need during the winter months. By the end of 2025, the Asda Foundation will have invested over £60 million into communities across the UK over the last 36 years – strengthening local connections and making a lasting impact nationwide.

Hundreds of Asda’s Community Champions across the UK are helping organise grants from the Asda Foundation to bring people together and reduce isolation in the winter months, making donations to spread a little festive cheer, wearing Happy to Chat badges so people who may otherwise be on their own know they’ve got someone to talk to, and inviting choirs and bands to perform Christmas carols and songs in our stores.

One of the groups Asda Foundation has supported is the Memory Lane Café in Halifax, West Yorkshire. Community Champion, Emma, helped the group secure a £1,000 grant for dementia-friendly equipment and arranged a special Christmas party for more than 60 members and volunteers of the dementia group. Guests were greeted by characters from The Nutcracker before taking part in seated musical exercises, musical bingo, and enjoying a special buffet lunch followed by singing and dancing. (Video here)

Last Christmas, research conducted by Asda showed that almost one in five over 60s (17 per cent) said there were days when they didn’t speak to a single soul in the run up to Christmas and 15 per cent said they got used to not conversing with other people.

One in ten over 60’s said they’d gone to a supermarket simply to speak to another person. Worryingly, 42 per cent said their mental health suffered because of their lack of interaction with others.

To help offer up more conversations, Asda colleagues will have the option to add a new element to their uniform: a ‘Happy to Chat’ festive badge to let customers know they’re happy to have a quick chat with them whilst doing their shop.

Asda Derby Community Champion Rosie Winfield, wearing the badge said: “For many individuals, Christmas can be a particularly challenging and lonely time, making conversation and connection incredibly important. Sometimes people come shopping just for the feeling of belonging, they want to be around people and we know the most important thing you can do is listen, ask them how they are and let them know you are there if they ever want to talk – I, for one, will chat to everyone and anyone.”

Also, this Christmas, Asda is encouraging over 60s to visit their local Asda store with a café to enjoy a ‘Winter Warmer’– the hugely popular £1 deal that offers over 60’s a hearty soup, bread, unlimited team and coffee.

Tracy Butler, Senior Manager for the Asda Foundation said “Millions of people are very fortunate to be surrounded by friends and family at this time of year, but that’s not the case for everyone, and that’s why we are investing over half a million pounds to bring communities together to help combat loneliness.