Retail Workers Face Rising Abuse; Simple Solution Proposed

Retail workers in Australia are confronting an alarming rise in verbal abuse from customers, particularly as the holiday season approaches. According to a union survey of over 4,600 frontline workers, a staggering 87% reported experiencing customer verbal abuse in 2023, a figure that has remained consistent since 2016. The data highlights a troubling trend: 76% of those who faced abuse reported incidents occurring daily, weekly, or monthly, an increase from 54% just two years prior.

As the holiday shopping season, often referred to as the “silly season,” nears, the situation is expected to worsen. In response, various retail organizations recently launched a national campaign titled “Be Kind in Retail,” which aims to encourage shoppers to practice compassion and patience during this busy period. However, research suggests that a more direct and cost-effective solution may significantly reduce customers’ inclination to verbally abuse retail workers.

Humanizing Retail Workers: The Power of Under Badges

The Shop, Distributive and Allied Employees’ Association (SDA) introduced the “No One Deserves a Serve” campaign in late 2017 to combat abuse against frontline staff. A key component of this initiative involved distributing 500,000 adhesive “under badges” to retail employees. These badges, designed to be attached beneath existing name tags, include personal messages such as “I’m a mother” or “I’m a son.” These simple phrases aim to humanize workers and foster empathy among customers.

Despite initial enthusiasm, little research had been conducted on the effectiveness of such low-cost solutions until recently. A study led by Gary Mortimer and his colleagues sought to investigate the impact of under badges on customer behavior. The researchers conducted interviews with 17 supermarket workers who participated in the campaign and found a mix of reactions. While some workers expressed discomfort wearing personal messages, many reported a reduction in verbal abuse and increased opportunities for positive interactions with customers.

One supermarket worker noted, “Customers treat us like dirt. I recall this old fellow coming in and carrying on […] and then he just calms down when he sees that I’m a mother.” This shift in perception highlights the potential of simple identification to create a more respectful environment.

Research Findings: Customer Behavior and Empathy

The research team conducted two experiments involving 940 customers to assess the effectiveness of under badges. In the first experiment, participants were presented with a scenario depicting poor service, eliciting anger. Customers viewed images of fictional retail workers with and without under badges. The data revealed a statistically significant reduction in the likelihood of customers exhibiting verbally abusive behavior when workers displayed personal identifiers.

The second experiment involved changing the under badge message to “I’m a local,” further confirming that self-disclosure, in any form, positively influenced customer attitudes. This aligns with social theories suggesting that revealing personal information fosters empathy and respect in interpersonal interactions.

The findings support the idea that when retail workers disclose something personal, it allows customers to see them as human beings rather than mere extensions of a retail brand. This humanization can lead to more respectful behavior from customers.

As the holiday shopping season looms, the SDA continues to distribute under badges, though their prevalence in stores appears to have declined. Despite this, the badges remain an inexpensive option for retailers aiming to improve the working environment for their employees. Current estimates suggest that producing these badges could cost as little as 17 cents each for large orders, a small investment for fostering a more respectful shopping experience.

The ongoing challenge of customer abuse in retail highlights the importance of innovative solutions that prioritize the safety and dignity of frontline workers. As the retail landscape continues to evolve, initiatives like the under badge campaign offer a promising avenue for reducing hostility and promoting understanding between customers and staff.