LET'S RESPECT RETAIL
A MOVEMENT FOR CHANGE
Every day, 30 million people shop. And three million people power retail –
nearly one in ten of the UK workforce. But more than two thirds have faced abuse,
aggression or disrespect for doing their jobs, with 43% wanting to quit their jobs.
"It makes you feel like you are not a person." Retail Colleague, 2025
Let’s Respect Retail is a campaign championed by the Retail Trust, retailers and colleagues across the sector - united in asking people to show respect and kindness to workers, particularly in the run-up to Christmas.
To create the UK’s most human movement for change to end abuse and make shopping enjoyable again.
.
RESPECT STARTS SMALL
77% or retail workers say they’ve been abused this year
From speaking to colleagues about their experiences across the retail sector,
it was clear that more needs to be done to significantly increase awareness and support.
To create real change, we have to support colleagues better through training and
a toolkit of practical resources. But even more importantly, we must challenge consumer behaviour.
Shopping is an inherently social experience. So, we want to re-humanise the relationship
between shopworkers and customers without simply pointing the finger at the customer.
Let's Respect Retail recognises that even the smallest and simplest changes to behaviour
can build momentum, create a big difference and inspire change.
Reflecting a core belief of ‘transforming lives for good' that is full of optimism.
LET'S RESPECT RETAIL
This principle started with the name.
The simple addition of ‘Let’s’ immediately made it feel more inclusive,
positive and actionable. We also wanted to create a campaign brand, distinct from the Retail Trust,
that could embrace the whole sector and feel equally at home in a B2B or B2C environment.
A brand that has equity and flexibility to evolve as a halo in years to come.
The two Respect Retail 'Rs', or mascots Tomi & Jamie, reflect the relationship between the customer and the colleague - tackling a difficult subject in a way that is human, positive and distinctive. Creating recognisable brand assets that can build familiarity and equity over time. We all love a mascot, especially during the Christmas season!
Whilst the rest of the design system was created to be flexible and easy to use,
for colleagues, customers and partners to embrace and share.
In October 2025 the Retail Trust offered colleagues free skills training and ongoing support through a confidential incident pathway, plus a comprehensive toolkit of support to deal with challenging situations and feel safer at work. Including digital self-help, online therapy, a 24-hour helpline and enhanced support following an incident.
FEEL SAFER AT WORK
This approach has its roots in the values of the Retail Trust and its purpose to
‘create Hope, Health and Happiness for everyone in retail’. An authentic movement for change.
But one with strong foundations to help colleagues to flourish.
EVERY SMILE IS A STAND. EVERY THANK YOU COUNTS.
To engage such a wide audience, Let’s Respect Retail needs to build a movement
for change and be culturally relevant. This extends beyond purely a trade issue.
It has to directly challenge consumer behaviour, as well as working in a B2B and B2C space..
Collaborating closely with agency partners Hello Tomorrow and BigTop, the campaign asks people to show respect and kindness to workers in the run-up to Christmas, to reduce the abuse and the impact it is having on their mental health.
To create a cultural movement driven by all of us – workers, shoppers, citizens – who believe in something better. It starts with something small, but powerful. A smile. A thank you.
That’s why the Retail Trust have asked people to send in their smile of respect. A small act that proves we still see each other. Turning the loudest shopping day of the year into a moment of respect.
On Black Friday and beyond, screens across the UK, from Piccadilly Circus to Flannels and shopping centres nationwide - all lit up with thousands of smiles of respect.
This is just the start. We need your help. It falls on all of us to show a sign of respect.
To look up from our phones. To smile. To fight for common decency and humanity.
Let’s bring fun and joy back to shopping again. And show each other a little more respect.
Thank you.
BUILDING MOMENTUM
"Taking over the billboards (and all the social media activity) shows that Retail Trust's
Let’s Respect Retail campaign has cut through the noise: recognition for the three million people who keep retail moving, and for everyone who chose to pause, look up, and show respect."
Helen Dickinson, CEO British Retail Consortium
You can find out more about the campaign latest here:
👉 BBC
👉 ITV