Asda relaunches ‘Happy to Chat’ initiative to tackle loneliness among over-60s this Christmas

Asda Antrim Community Champion helped secure an Asda Foundation grant for Randalstown Ulster Scots Cultural Society

Asda has relaunched its ‘Happy to Chat’ initiative across Northern Ireland in a bid to support older people facing loneliness and isolation during the festive season.

The move comes as part of the retailer’s latest Christmas Community Tracker, which surveyed more than 2,000 people across the UK.

The research revealed that for many over-60s, the “lack of human interaction and conversations” is the biggest concern in the run-up to Christmas — a time often described as “the most wonderful time of the year”.

To help address this, Asda colleagues have the option of wearing a ‘Happy to Chat’ badge, letting customers know they are open to a friendly conversation while shopping.

The initiative first launched in November 2020 in partnership with the Royal Voluntary Service, after frontline delivery drivers were found to be a vital source of social contact for customers during the Covid-19 pandemic. At the time, almost a quarter (23%) of customers reported they interacted with someone only once a week.

Asda Dundonald Community Champion Sharon Wilson, right, with colleague Lyndsay Caughey wearing their 'Happy to Chat' badges

Since then, the scheme has continued at key points throughout the year, extending both in-store and through Asda’s home delivery service.

£60m Community Support Through Asda Foundation

Alongside the badge initiative, the Asda Foundation is supporting more than 550 community groups this winter through its Better Together grants, designed to reduce social isolation and help people most in need during the colder months.

By the end of 2025, the Foundation will have invested over £60 million into UK communities over 36 years, funding projects that strengthen connections and deliver long-term impact.

Asda’s Community Champions across Northern Ireland are also coordinating grants and support, including festive donations, carol performances in-store, and personal engagement with customers who may otherwise have limited social interaction.

One group benefiting from the Asda Foundation is the Randalstown Ulster Scots Cultural Society. Ashley Ritchie, Community Champion at Asda Antrim, supported the Society in securing a £600 grant to run an intergenerational boccia tournament early next year, with participants aged over 55 set to compete against pupils from a local primary school.

Loneliness Worse at Christmas, Research Shows

Last Christmas, Asda found that nearly one in five over-60s (17%) did not speak to a single person on some days in December. A further 15% said they had become accustomed to not conversing with others, while one in ten admitted visiting a supermarket simply to speak to someone.

Worryingly, 42% said their mental health had deteriorated as a result of limited social contact.

Sharon Wilson, Community Champion at Asda Dundonald and a ‘Happy to Chat’ badge wearer, highlighted the importance of small moments of connection.

She said:

“Christmas can be a challenging and lonely time for many people, making conversation and connection incredibly important. People sometimes come shopping just for some company and a sense of belonging. 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, love to chat to everyone and anyone.”

£1 ‘Winter Warmer’ Meal for Over-60s

Asda is also encouraging older customers to visit stores with cafés to enjoy their popular ‘Winter Warmer’ deal — a £1 offer that includes hearty soup, bread, and unlimited tea or coffee.

Tracy Butler, Senior Manager for the Asda Foundation, urged the public to look out for those who may be struggling.

She 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.

“It’s heartbreaking to think that so many over 60’s might not speak to anyone at all over the Christmas period, we are going all out to bring people as many people together as possible this Christmas.

“We would 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.”