Australian retailers launch kindness campaign to curb holiday abuse
The Be Kind in Retail campaign has been launched by Australian industry groups to address the widespread abuse faced by retail workers during the Christmas shopping season. The initiative, supported by over $10 million in advertising, will run from November 4 to December 24 across 2,700 physical locations and 7,600 digital screens, covering shopping centres, bank branches, and convenience stores.
According to research by the Australian Retail Council (ARC), 51% of retailers experience physical abuse at least once a month, while 87% of retail staff report verbal abuse. Those affected include retail and pharmacy staff, security officers, cleaners, convenience and fuel attendants, and shopping centre employees. ARC CEO Chris Rodwell stated that the holiday rush should not justify mistreatment, emphasizing that no retail worker deserves to be targeted. This year, major brands such as 7-Eleven, Viva Energy Retail, Woolworths, and Commonwealth Bank have joined the effort, broadening its impact.
Industry leaders stress that improving workplace safety demands collective action. Australian Security Industry Association Limited (ASIAL) CEO Bryan de Caires said there was no justification for violence, threats or abuse towards security officers, cleaners and retail workers. Australian Association of Convenience Stores (AACS) CEO Theo Foukkare said the convenience sector employs around 80,000 frontline workers who serve 20 million customers weekly. Shopping Centre Council of Australia (SCCA) CEO Angus Nardi said the campaign’s presence across shopping centres and retail locations could encourage appropriate behaviour.
Unlike previous efforts that concentrated on punishing offenders, this campaign adopts a positive approach to promote kindness. SCCA research indicates this approach can influence behaviour and establish respect as a standard across retail environments. The industry is also working with governments and police on worker protection measures, including action against illicit tobacco, Workplace Protection Orders and coordinated retail crime operations like Operation Percentile in New South Wales, Operation Measure in South Australia, and Operation Pulse in Victoria.
