Majority of retailer workers feel supported by employers if abused by a customer

21% of retail employees in Ireland experience abusive or inappropriate language or behaviour from the public weekly
24 January 2025
86% of retail workers feel they would be supported by their employer if they experienced abusive or inappropriate language or behaviour from a member of the public, recent research shows.
According to joint research commissioned by three leading retailers in Ireland, Circle K, Maxol and Mr Price Branded Bargains, over a fifth (21%) of retail employees in Ireland directly experience abusive or inappropriate language or behaviour from the public weekly.
Of the 500 retail employees surveyed 75% of female respondents experienced this behaviour, compared to 60% of male counterparts.
Younger staff working in Irish retail settings (18-24 year olds) report experiences of abusive or inappropriate language or behaviour most (78%), compared to staff aged over 55 who reported the lowest rate (28%).
Commenting on the research, Arnold Dillon, director of Retail Ireland, said: “Any level of harassment toward retail staff is an enormous concern. The survey highlighted some very serious issues, including incidence of physical assault and verbal abuse, that retail workers have had to contend with.
“The consequences for staff are very real, including mental health issues, burnout and increased absence. It is crucial that everything is done to make the sector an attractive place to work.
“Business, Government and all of us individually have a part to play in supporting retail employees and together addressing the problem.”
Abuse from colleagues
The research revealed that the respondents admitted that the most common types of abusive behaviour that they have experienced include foul language (76%), discriminatory language (38%), violent, aggressive or threatening behaviour (39%), and physical contact (12%).
For retail staff in Ireland that have seen or heard colleagues experiencing abusive or inappropriate language or behaviour over the past year, 31% report it was regarding race or ethnicity, 27% gender, 22% age, 15% sexual orientation and 15% religion.
Kindness Week initiative
The research into types of behaviour that retail employees experience in the workplace forms part of Kindness Week, a campaign designed to raise awareness of the issue of mistreatment of staff in retail but to also celebrate retail staff and say thank you to customers who are kind and respectful.
Two years ago, Circle K first launched a Kindness Day campaign to highlight the issue of unacceptable customer behaviour, and to strongly encourage members of the public to always treat staff with kindness.
This year, the initiative has been extended to a weeklong campaign with Mr Price Branded Bargains and Maxol coming on board alongside Retail Ireland who supported with the research.
Speaking about the Kindness Week initiative, Ciara Foxton, managing director Circle K Ireland, said: “Our people are at the heart of everything we do in Circle K, and their safety is our number one priority.
“In recent years we have seen an increase in unacceptable behaviour towards our teams which prompted Circle K Europe to launch a Kindness Day initiative two years ago.
“It is important retailers work together to create a kinder environment for Irish retail workers.”
Respect deserved
Brian Donaldson, CEO, Maxol, echoed Foxton’s sentiments: “Our dedicated teams work tirelessly to serve communities across Ireland, and they deserve to be treated with respect,” he said.
The data indicated that interactions with customers are mostly positive with 83% of retail staff outlining that most customers are kind and respectful.
“While the vast majority of our loyal customers engage with kindness, this campaign serves as an important reminder that courtesy should always be the standard, not the exception,” Donaldson noted.
“We call on everyone to show appreciation for those in the retail industry—because kindness costs nothing but means everything.”
Edel McSorley, operations director with Mr Price Branded Bargains, added: “While the vast majority of customers are thoughtful and supportive, we’re reminding everyone that even small acts of patience and courtesy make a big difference.”
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