Customers are at the heart of Sainsbury’s, and have been for over 155 years. Engaging with our customers is fundamental to everything we do and crucial to our purpose as a business. By listening to what matters most and responding with care, we’re able to create more personalised, meaningful experiences, build trust and strengthen loyalty.
Listening to our customers ensures our products and services continue to meet evolving desires and needs, both today and in the future.
Key sustainability topics that matter to our customers
Our customers expect great value, quality produc\ts that they can trust. On sustainability, our customers particularly care about:
- Supporting our communities
- Human Rights
- Ensuring animal welfare
- Provenance and responsible sourcing
- Reducing plastic and recycling
How we engage on sustainability
We engage with our customers everyday through a range of channels, helping us to improve our products and services.
- Customer communications across all channels
- Brand tracking and CSAT (Customer satisfaction score)
- Nectar data
- Qualitative customer focus groups and quantitative surveys
Examples of our engagement on sustainability in FY2025/26
- Continued our Good to Know initiative to support customers navigate to more sustainable choices in store and online, including campaigns on ASC and MSC seafood, packaging and Fairtrade
- Quantitative and qualitative research to inform our strategy and understand how to more effectively communicate Plan for Better
- Tested a new Healthy Choice Challenge in July and February to incentivise our customers to make healthier choices
