Be Kind in Retail Campaign Launches Nationwide

An industry campaign urges kindness and respect toward frontline retail workers as abuse continues to be reported across the sector.

Updated on Nov. 4, 2026 in Local Shops

Screen-print poster illustration of a wire shopping basket beside a paper heart on a pale counter, evoking kindness toward shop staff. — Retail workers across Australia are being asked to receive courtesy and respect this festive season as the Be Kind in Retail campaign launches across more than 2700 locations nationally. AI Illustration. Upload story photo >

Live Poll

Do you intend to treat shop staff with extra courtesy this Christmas season?

The Be Kind in Retail campaign launched on 4 November 2026, running through the Christmas shopping period with advertising across more than 2700 locations nationally. The initiative responds to high rates of verbal and physical abuse reported by retail staff.

Why it matters

Retail workers in Australia report verbal abuse at high rates, and the campaign aims to shift public behaviour toward respect in shops, pharmacies and shopping centres. For Australians shopping locally, it is a reminder that staff serving them deserve courtesy during the busy festive season.

Industry data shows 87 per cent of retail workers report verbal abuse, and 51 per cent of retailers face physical abuse at least monthly. The campaign is backed by an investment of more than $10 million, but the source does not provide results or outcome measures.

The players

Larry Sengstock

Larry Sengstock is the CEO of Noosa Council, who encouraged the community to have respectful conversations with council staff after reporting that staff had experienced abuse and threats of violence.

Shopping Centre Council of Australia

The Shopping Centre Council of Australia is an industry body representing shopping centre owners and operators, and is one of six industry bodies supporting the campaign.

Pharmacy Guild of Australia

The Pharmacy Guild of Australia is the national organisation representing community pharmacy owners, and is among the six industry bodies backing the campaign.

The details

Advertising for the campaign is placed across supermarkets, pharmacies, shopping centres, convenience stores and other retail outlets. The campaign is supported by six industry bodies, including the Shopping Centre Council of Australia and the Pharmacy Guild of Australia, with David Jones, 7-Eleven and Viva Energy Retail joining as new partners.

4 November 2026: Be Kind in Retail campaign launched
Christmas shopping period: Campaign runs through the festive season

Culture Shift

The campaign reflects a move in Australian retail toward positive messaging rather than focusing solely on unacceptable behaviour, a departure from purely enforcement-led responses to customer abuse. It is aimed at changing how shoppers treat staff across everyday local shops.

Shoppers visiting local supermarkets, pharmacies and shopping centres during the Christmas period may see the campaign's advertising. Showing courtesy to staff is a practical step customers can take during busy trading periods.

The takeaway

Respectful interactions with retail staff, particularly during the busy Christmas period, help reduce the abuse frontline workers face. Customers can contribute by being patient and courteous at the counter.