Retail Workers Seek Solutions to Combat Customer Abuse This Holiday Season

As the holiday shopping season approaches, retail workers in Australia are grappling with increasing incidents of verbal abuse from customers. According to a union survey conducted in 2023, a staggering 87% of over 4,600 frontline workers reported experiencing some form of verbal abuse, a trend that has persisted since 2016. Alarmingly, the frequency of these encounters has escalated, with 76% of those affected stating they faced such abuse on a daily, weekly, or monthly basis—up from 54% just two years prior.

In light of these distressing statistics, a coalition of retail groups recently launched the “Be Kind in Retail” campaign, aimed at encouraging customers to exercise compassion and patience during the busy holiday season. Despite these efforts, researchers have identified a low-cost solution that could significantly mitigate customer aggression towards retail staff.

Introducing the Under Badge

The Shop, Distributive and Allied Employees’ Association (SDA) initiated the “No One Deserves a Serve” campaign in late 2017 to address the rising abuse faced by retail workers. As part of this initiative, the SDA distributed 500,000 adhesive plastic “under badges” to employees, which can be affixed below standard name tags. These under badges feature short, personal messages such as “I’m a mother” or “I’m a son,” designed to humanize workers in the eyes of customers.

Research into the efficacy of these badges had been limited, prompting a team led by researcher Gary Mortimer to investigate their impact. The study began with interviews of 17 supermarket employees who participated in the campaign. While some workers expressed discomfort with the personal nature of the badges, many reported that they fostered conversations and increased customer empathy. One participant noted, “It was like I suddenly became a real person, not just a worker,” after a customer, inspired by her under badge, began discussing his own family.

Research Findings and Customer Response

The research team also conducted two experiments involving 940 customers. In the first, participants were presented with a scenario depicting poor service, which typically elicits anger. They were then shown AI-generated images of retail workers, some displaying only their name badges, while others included personal identifiers. Results indicated a significant reduction in the likelihood of customers expressing verbal abuse towards workers wearing under badges that disclosed personal information.

In a follow-up experiment with 340 different customers, the wording on the under badges was modified to read “I’m a local.” The findings reinforced the initial results: any form of self-disclosure appeared to enhance respect and empathy from customers, thus reducing the likelihood of abusive behavior.

This phenomenon can be explained by two psychological theories. The first, social penetration theory, suggests that as individuals share more personal information, they develop deeper connections, leading to increased empathy. The second, social exchange theory, posits that when the perceived social rewards surpass the costs of interaction, individuals are more likely to engage positively. The study illustrates that when retail workers disclose personal details, it rehumanizes them in the eyes of customers, shifting the dynamic from a transactional relationship to one of mutual respect.

As the holiday season looms, concern for worker safety remains paramount. Although the SDA continues to distribute under badges, their visibility in stores has diminished over the years. Current estimates indicate these badges can cost as little as 17 cents each for larger orders. This small investment could go a long way in promoting a more respectful atmosphere in retail environments.

The ongoing conversations surrounding customer treatment of retail workers underscore the need for continued advocacy and innovative solutions. As businesses prepare for the influx of shoppers in the coming weeks, strategies like the under badge serve as a reminder that a little kindness can significantly impact the working conditions of those on the front lines.