Over a fifth (21%) of retail employees in Ireland directly experience abusive or inappropriate language or behaviour from the public weekly. However, interactions with customers are mostly positive with 83% of retail staff outlining that the vast majority of customers are kind and respectful.
That’s according to joint research* commissioned by three leading retailers in Ireland, Circle K, Maxol and MrPRICE Branded Bargains with 500 people working in retail settings.
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 MrPRICE Branded Bargains and Maxol coming on board alongside Retail Ireland who supported with the research.
Over two-thirds (68%) of Irish retail workers report experiencing abusive or inappropriate language or behaviour from a customer at work. The research also revealed a higher rate of abusive or inappropriate language or behaviour directed towards female staff members. Of the 500 retail employees surveyed, 75% of female respondents experienced this behaviour, compared to 60% of male counterparts.
Of retail staff in Ireland that report experiencing abusive or inappropriate language or behaviour while at work, 35% outlined that it was violent, aggressive or threatening in nature and 22% reported that it took the form of discriminatory language.
Additionally, almost three quarters (74%) of retail staff in Ireland have seen or heard abusive or inappropriate language or behaviour directed towards a colleague at work.
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%).
Of Irish retail workers that have witnessed colleagues experiencing abusive or inappropriate language or behaviour over the past year, the most common types cited 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.
While unacceptable customer behaviour is a significant issue that can impact people working in Ireland’s retail sector, an industry which employs over 370,000** people in Ireland, 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.
Speaking about the Kindness Week initiative, Ciara Foxton, Managing Director of 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. We are proud to now stand alongside Maxol, and MrPRICE Branded Bargains to highlight this important issue in a week-long Kindness Week campaign.
We also use Kindness Week to acknowledge and thank the majority of our loyal customers who treat our teams with kindness and respect. It is also a great opportunity to celebrate our outstanding teams who serve our loyal customers each and every day.
I’d like to thank our partners Maxol, MrPRICE Branded Bargains and Retail Ireland for their support, and for joining us in highlighting this important issue. I believe this is the start of something bigger and I hope more retailers can join the campaign next year. It is important retailers work together to create a kinder environment for Irish retail workers.”
Maxol CEO, Brian Donaldson added, “At Maxol, we are proud to stand alongside our fellow retailers in supporting Kindness Week. Our dedicated teams work tirelessly to serve communities across Ireland, and they deserve to be treated with respect. 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. We would like to thank our incredible retailers and their staff for all the hard work and excellent service, as well as our growing base of loyal customers. 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 MrPRICE Branded Bargains said “This Kindness Week, we’re joining forces with retailers across the sector to highlight the importance of treating retail staff with respect and kindness. 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. To our amazing team, thank you for your hard work, dedication, and the exceptional service you provide every day—you’re the heart of what we do. Let’s continue to build a culture of kindness together, where everyone feels valued and appreciated.”
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.”
In addition to the research of 500 retail employees, Circle K, MrPRICE Branded Bargains and Maxol also carried out research amongst a total of 791 of their own staff***. This research revealed:
- 58% of retail staff across Circle K, Maxol and MrPRICE Branded Bargains report experiencing inappropriate or abusive language or behaviour from customers. Over half (57%) of staff across the three retailers have witnessed inappropriate or abusive language or behaviour directed towards a colleague.
- Of those that have experienced inappropriate or abusive language or behaviour, 35% of employees surveyed across the three retailers outlined that it was violent, aggressive or threatening in nature and 28% reported that they have experienced discriminatory language.
- Of retail staff at the three organisations that have witnessed abusive or inappropriate language or behaviour directed at colleagues, 64% experienced colleagues being subjected to foul language, discriminatory language (44%), violent, aggressive or threatening behaviour (43%) and physical contact (14%).
