A coalition of shopping centre, retail, fuel and convenience, pharmacy, security and cleaning industry groups has relaunched the nation-wide ‘Be Kind in Retail’ campaign for the 2025 Christmas trading period.
The campaign aims to combat the alarming levels of abuse, intimidation, violence – often with the use of dangerous weapons – towards retail workers.
With the central message “Kindness Never Goes Out of Style,” the campaign calls on the public to show respect to all workers in shopping centre and retail settings during the busy Christmas trading period and holiday season.
Industry bodies unite
Led by the Shopping Centre Council of Australia (SCCA), The Pharmacy Guild of Australia, National Retail Association (NRA), Australian Association of Convenience Stores (AACS), Australian Security Industry Association Limited (ASIAL), and Building Service Contractors Association of Australia (BSCAA), the campaign now spans more than 350 shopping centres and 3500 digital screens nationwide.
SCCA members are contributing more than $7 million in commercial advertising value, with the BKIR message expected to reach over 250 million customers and play more than 120 million times, across digital platforms, social media, and in-store activations.
“We are incredibly proud to take a strong public stand with our industry partners to promote the message that all workers in shopping centres and retail settings need to be treated with kindness and respect,” said Angus Nardi, Chief Executive of the SCCA.
“The reach of our campaign is nation-wide and unprecedented, with more than $7 million in donated advertising, partners including Woolworths, and a reach of over 250 million customers.
The inaugural 2024 “Be Kind in Retail” campaign laid the foundation for this year’s expansion, reaching millions of Australians during last year’s Christmas trading period. Industry feedback indicated an uplift in customer awareness, reinforcing the importance of proactive public messaging in retail environments.
The 2025 campaign introduces new partners and a broader campaign footprint, with Woolworths and Hoyts again joining the coalition to extend the BKIR message into supermarkets and entertainment venues.
Challenging conditions
The campaign’s urgency is underscored by recent data and industry insights that workers in retail settings continue to be subjected to intimidation, verbal abuse, physical assault, and threats including the use of dangerous weapons. Many incidents are not related to the theft of retail goods and often involve young and repeat offenders.
“The level of violence and aggression that our team members are impacted by on a daily basis is unacceptable,” said Sarah Faorlin Head of Violence Prevention at Woolworths.
“It’s important to remember that our team members are mothers, fathers, sons and daughters – many of them young people in their first job – and they come to work to help customers. Their safety should be non-negotiable and we’ll continue to advocate for State and Territory governments around the country to introduce Workplace Protection Orders to reduce violence to our team.”
Chris Rodwell Chief Executive Officer of the ARA and CEO Designate of the Australian Retail Council says every retail worker deserves a safe and respectful workplace. “This campaign is a strong and united stand for change – one that reinforces the values of our sector and the expectations of our communities,” he said.
