Asda and Asda Foundation pledges almost £1 million to help combat loneliness and isolation in the older generation this festive period through its ‘Don’t be Gnome Alone this Christmas’ campaign**
Supermarket teams up with national treasure Larry Lamb to reimagine its in-store cafes as ‘Chatty Cafés’ and help spark conversations this Christmas.
It’s called the most wonderful time of the year, – but millions of over 60’s are facing a completely Silent Night – and Day – this Christmas season, with one in 10 not sure they will speak to anyone between December 15th and January 1st.
The sobering statistic comes from Asda’s new Christmas Community report – which surveyed 1,000 over 60’s – and lays bare the lack of human interaction and conversations millions of older people suffer during the festive period.
Last Christmas, almost one in five (17 per cent) said there were days when they didn’t speak to a single soul, and during the two-and-a-half week spell running from mid-December to the end of the year, 15 per cent said they got used to not conversing with other people.
One in 10 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 as a result of their lack of interaction with others.
With no one to talk to again this year, 79 per cent said they’ll reluctantly rely on the TV for company, while 29 per cent said they’ll depend on their pets.
This Christmas, Asda is encouraging over 60s to visit their local Asda store and enjoy a ‘Winter Warmer’– the hugely popular deal that offers over 60’s a hearty soup and a roll, with the new addition of a hot drink – with others of their age.
The supermarket is aiming to transform their in store café’s into ‘Chatty Cafes’ – where senior citizens can come together, eat and drink, and make new friends.
Yesterday (Monday 11th November), national treasure and affable star of Gavin & Stacey Larry Lamb visited the Asda superstore at Heron Retail Park in Basildon to launch the new Chatty Cafés concept. Larry spent hours chatting to, more than 40 senior citizens who attended the grand opening, tucking into bowls of soup and a cuppa.
Asda’s Winter Warmer initiative will run across all Asda Cafés until the end of 2024. Back by popular demand, this year’s offering is bigger and better than ever, with three soup flavours to choose from and the addition of unlimited tea or coffee – all for just £1.
Commenting on his store visit, Larry said:“It’s a privilege and an honour to work with Asda to launch its Chatty Cafés initiative this Christmas. I’m very fortunate to be surrounded by friends and family this time of year, but that’s not the case for everyone, and it’s so important that we all club together and help combat loneliness.
“It’s heartbreaking to think that so many over 60’s in Britain might not speak to anyone at all over the extended Christmas period. Asda’s going all out to bring people in this Christmas and make them feel seen and heard, and spread a little Christmas joy. I’d urge everyone to do the same. If there’s somebody, anybody – young or old – who you know is going to be struggling for company this Christmas, pick up the phone or go and pay them a visit – and obviously, pay a visit to one of Asda’s Chatty Cafés”.
As well as its Chatty Café offer, Asda is investing further in tackling loneliness for the over 60s’s across the Festive period. Across its estate, and running up until the New Year, Asda colleagues will be donning ‘Happy to Chat’ badges, checking in on older customers in-store when delivering home shopping orders.
The Asda Foundation will deliver £600k of grants tackling loneliness amongst the elderly, boosting activities in the local communities, funding Christmas celebrations to bring people together as well as supporting with funding daily essentials.
The supermarket will also dedicate £600k of Asda Foundation grants to tackling loneliness among the elderly through boosting activities in the local communities , funding Christmas celebrations for elderly groups to bring them together as well as supporting donations of daily essentials.
David Hills, Chief Customer Officer at Asda, commented: “Our mission this Christmas is to provide everything customers need at our famously low Asda prices. Christmas is a time to enjoy time with loved ones and the fact one in ten of our older generation is facing Christmas alone is genuinely sobering.
That’s why, alongside The Asda Foundation, we’re proud to invest almost £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.
“Our teams do incredible work to support communities all-year-round, and I’m so proud to be able to launch the Chatty Cafés initiative today, alongside our renowned Winter Warmers deal, which we know is a lifeline to many. We’re pledging to bring people together this festive season and encouraging people across the nation to check in with the elderly in their communities this Christmas.”
Anyone wishing to get involved can reach out to their community champion at their local Asda store for more details of events near them.
