Summary
Despite significant gains due to their recommitment to helpfulness, in 2018 Tesco were still trailing behind both their target and competitors when it came to trust. Whilst connecting with communities was a key driver of trust; the definition of a community was broadening. It was no longer just about the area you resided, but instead uniting around a religion, a value or shared circumstance. Clearly if Tesco wanted to meet the mission of serving all of Britain's shoppers they had to make a commitment to connect with, represent and give a platform to this truly diverse range of communities....