Asda Expands Initiative Connecting Students with Careers and World Issues

Following a successful pilot, retailer Asda is expanding its school engagement programme to help more young people develop career skills, discover retail employment opportunities, and make a positive impact in their communities.

Image: Asda

The second year of the programme is increasing both in size and scope with the aim of building key employability and problem-solving skills across primary, secondary, and college student year groups.

Students will be taught leadership skills, discover the breadth of careers in retail, and receive education about real-life global sustainability issues as a way of encouraging them to become active citizens in their communities.

After overwhelmingly positive feedback from students, teachers, and Asda colleagues, the retailer said the second year of its initiative will reach nearly 50 schools and over 500 pupils in the UK – nearly doubling in size compared to last year’s pilot in West Yorkshire. 

“By connecting students with real-world challenges and career opportunities, we’re helping to build confidence, creativity and a sense of purpose in the next generation,” enthused Emma Brough, Head of Learning at Asda.

“We’re proud to play an active role in showing young people that they can make a difference – in their communities and in their future careers.”

Image: Asda

Many schools reported increased student confidence, engagement, and awareness of sustainability and career opportunities following the pilot in 2024. 

Running throughout the academic year, the programme sets out to educate students on key world issues such as food and packaging waste, aligning with the United Nations Sustainable Development Goals, and Asda’s Environmental, Social and Governance (ESG) priorities.

The school programmes also highlight the breadth of careers that Asda has to offer and help students to explore hidden careers in retail.

The initiative provides students with the chance to take part in mock assessments and public speaking opportunities too.

Local schools will be invited to Asda’s head office and will benefit from mentoring sessions from Asda colleagues, while a virtual version of the programme is also being offered to schools further afield.

Plans for the Second Year

• Asda Heroes will work with 20 primary schools, including five outside Yorkshire as part of a virtual trial. Over 200 pupils from Years 3–6 will take part in student-led projects focused on tackling waste in their local communities, supported by Asda Community Champions.

• Asda Futures will see more than 150 pupils participate in designing a sustainable product range for an event of their choice. Students will discover hidden careers within Asda while also developing key employability skills including confidence, teamwork, and public speaking.

• Asda Leaders includes 14 teams from Year 10 and Year 12, who are analysing Asda’s ESG report and developing solutions to a real business ESG challenge. Students will present their ideas in a ‘Dragons’ Den’-style format and receive mentoring from Asda colleagues throughout the year.

Asda said its school engagement programme was recognised by local industry awards earlier this year; winning the West & North Yorkshire Chamber of Commerce Raising the Bar Awards 2025 for Education.

Image: Asda