The Asda Mumdex is the forum allowing Asda to represent the views of mums, to keep external stakeholders advocating on issues that matter to them. It gives a voice to the Asda mum – a group of people who are an influential part of the community as well as their own household.
The quarterly report explores issues affecting mums, their kids and their families e.g. the economy, technology and work pressures, and outlines the actions they would like to see from the Government. Each report is made available to media and politicians nationwide, with issues raised by Asda Mums, such as the cost of childcare restricting mums getting back into work, being debated in parliament.
The surveys are sent to the Asda Mumdex online panel, which is made up of mums across a broad spectrum of socioeconomic groups, regions and ages and we have been tracking the levels of optimism felt by Asda Mums since February 2012.