We are George x Diversity Role Models
Selection of images of peoples faces from the George Pride video

We pride ourselves on our advocacy for a better world, with diversity at the heart of our values.

George x Diversity
Role Models

In 2019, we started our work with the Diversity Role Models, helping them with their mission to eliminate homophobic, biphobic and transphobic bullying in UK schools.


George at Asda first worked with the charity in 2019 with a donation of £12,500 which was enough to deliver 100 student workshops, reaching over 2,500 students in schools across the UK.

Student Workshops

Students can explore difference and consider their role in creating a world where we all feel accepted and embrace diversity.


This year, we donated £100,000 to help support DRM in achieving its mission and to reach more schools and students.

Find out more about the Diversity Role Models and their vision of a kinder future.

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