Australian Retailers Launch $10 Million Campaign to Protect Workers
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Australian retail organisations have launched the ‘Be Kind in Retail’ campaign, rolling out more than $10 million in advertising on November 4 to tackle abuse and violence against staff during the Christmas shopping rush.
The push spans more than 2,700 locations and 7,600 digital screens across Australia, covering 400 shopping centres, 650 bank branches, and 1,650 convenience stores and service stations.
New partners 7-Eleven and Viva Energy Retail, which operates OTR and Reddy Express, joined existing backers Woolworths and Commonwealth Bank as Australian Retail Council (ARC) data showed 87 per cent of retail workers have experienced verbal abuse.
ARC research also revealed that 51 per cent of retailers reported physical abuse at least monthly. Those affected include retail and pharmacy staff, security officers, cleaners, convenience and fuel attendants, and shopping centre employees.
ARC CEO Chris Rodwell said holiday trading was no excuse for abusive behaviour towards employees.
We all have our bad days, but no retail worker deserves your temper.
The campaign runs through December 24. Industry leaders stressed that protecting staff requires coordination across the retail sector.
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 noted the convenience sector employs around 80,000 frontline workers who serve 20 million customers each week across Australia, calling workplace safety and respect a shared responsibility.
Shopping Centre Council of Australia (SCCA) CEO Angus Nardi said the campaign’s presence across shopping centres and retail locations could encourage appropriate behaviour.
Rather than focusing on negative behaviour, the campaign uses positive messaging centred on kindness and respect. SCCA research indicates this approach can influence behaviour and establish respect as a standard in retail environments.
The industry is also working with governments and police on broader protection measures, including action against illicit tobacco, Workplace Protection Orders and coordinated retail crime operations such as Operation Percentile in NSW, Operation Measure in SA and Operation Pulse in Victoria.
Questions & Answers
Q.How widespread is abuse against retail staff in Australia?
How widespread is abuse against retail staff in Australia?
Australian Retail Council data shows that 87 per cent of retail staff have suffered verbal abuse, while 51 per cent of retailers report physical abuse at least monthly. Those affected include retail and pharmacy workers, security guards, cleaners, and convenience store and service station attendants.
Q.Where is the advertising campaign being rolled out?
Where is the advertising campaign being rolled out?
The 10 million dollar initiative runs through 24 December across more than 7,600 digital screens in 2,700 Australian locations. The rollout covers 400 shopping centres, 650 bank branches, and 1,650 convenience stores and service stations, backed by companies including Woolworths, Commonwealth Bank, and 7-Eleven.
Q.Why is the campaign focusing on positive messaging rather than warnings?
Why is the campaign focusing on positive messaging rather than warnings?
Rather than highlighting bad behaviour, the campaign uses messaging centred on kindness and respect. Shopping Centre Council of Australia research suggests this positive focus can effectively influence consumer actions and help establish mutual respect as the baseline standard across retail environments.
Q.What broader enforcement measures are being pursued alongside the campaign?
What broader enforcement measures are being pursued alongside the campaign?
Retail groups are working with police and governments to introduce Workplace Protection Orders and tackle illicit tobacco sales. The sector is also coordinating with law enforcement on specific retail crime initiatives, including Operation Percentile in New South Wales, Operation Measure in South Australia, and Operation Pulse in Victoria.
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