In this episode, I sit down with the team behind it all — Emma Betts (Asda), Rachel Carrington (Breast Cancer Now), and Jo MacSween (CoppaFeel!) — to unpack why this partnership why been so successful, both socially and commercially.
What retail leaders will take from this:
→ Why long-term charity partnerships outperform short-term campaigns — commercially and culturally
→ How supplier involvement turned a cause into a £2.5M fundraising engine
→ The "phygital" future: combining physical and digital channels to drive awareness and donations
→ Why £1.8M came from self-checkout tills alone — and what that tells us about micro-donations
→ How CSR strategy can drive measurable shifts in customer behaviour and brand perception
This is a fabulous feel-good story. It's also a masterclass in purpose-led retail strategy. 🫶
🎙️ Guests:
Emma Betts — Head of Tickled Pink Partnership, Asda
Rachel Carrington — Head of Principal Partnerships, Breast Cancer Now
Jo MacSween — Director of Fundraising, CoppaFeel!
CHAPTERS
0:00 900 Million Breast Check Reminders
1:22 The Tickled Pink Story: £100 Million in 30 Years
2:21 Why Cause Marketing Builds Retailer Trust
5:15 How the £100 Million Milestone Was Reached
9:50 Research Impact: 500 Discoveries Funded
13:06 Retail's Unmatched Reach for Charities
15:42 CoppaFeel: Normalising Chest Checks for Young People
22:45 The Future of Retail Charity Partnerships
26:46 Targeting Health Inequalities & Scaling Micro-Donations
29:24 Advice for Retailers Considering a Charity Partnership
Retail Disrupted™ is a Top 5% Global Podcast hosted by retail analyst and author Natalie Berg. New episodes explore the trends reshaping the future of shopping.
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