The Pharmacy Guild of Australia, the Shopping Centre Council of Australia and other industry organisations launched the 'Be Kind in Retail' campaign this week to promote this important message – kindness and respect should be the standard in every workplace, including community pharmacy.
Customer aggression and abuse are serious concerns for frontline workers, including pharmacy teams. Australian Research Council research shows 51% of businesses surveyed report physical abuse monthly or more frequently and 87% of customer-facing workers report experiencing verbal abuse.
2026 is shaping up to be the biggest year of Be Kind in Retail with a record number of participating locations and screens.
The campaign has expanded significantly with more than $10 million in industry investment and the timing couldn't be better. As we approach the busy festive period, millions of Australians will see the advertising across more than 2000 locations and 400 shopping centres.
"Everyone deserves to come to work and return home feeling safe. Community pharmacists and their teams are deeply embedded in local communities, supporting patients and families every day. This campaign is an important reminder that we can all do better in treating one another with kindness and respect, helping build stronger communities and safer workplaces for all Australians., Professor Trent Twomey, National President of The Pharmacy Guild of Australia.
For campaign materials including posters, decals and social media content go to Be Kind in Retail - Shopping Centre Council of Australia
The campaign runs from now until 24 December 2026.
