Forecourt operators, including Sewell on the go, are preparing to get behind ShopKind Week, the campaign aimed at encouraging the public to treat retail staff with respect.
After the Middle East conflict pushed up fuel prices, petrol station workers have faced increased abuse from customers angry at paying more at the pump, according to the Petrol Retailers Association.
And across the wider convenience store industry, figures from the 2026 ACS Crime Report show an annual 67,000-plus estimated incidents of violence towards shopworkers, and almost a million cases of verbal abuse.
The ACS is urging retailers to get on board with the week of awareness starting on November 9, by sharing #ShopKind assets across social platforms, displaying the posters in store, and encouraging staff to wear the campaign’s badges.
Sewell on the go says that it will be among those posting the messaging on its consumer facing social media and LinkedIn, while also adding ShopKind branding to its instore media screens.
“We’ve supported ShopKind Week for a number of years now,” says managing director Patrick Sewell. “It’s really important to raise awareness with our customers; show support to our teams and expect more action by the government. Nobody should go to work and receive abuse, it’s just not acceptable!”
For the first time this year, ShopKind Week is going to be part of a wider co-ordinated campaign to promote colleague safety messages. The week of action will also include the National Business Crime Centre’s Safer Business Action Week, the Retail Trust’s Lets Respect Retail Week, and shopworkers union USDAW’s Respect for Shopworkers Week.
As part of the campaign the ACS is looking for retailers to appoint ShopKind champions, who will be responsible for sharing the campaign’s message through all communications and will receive a digital ShopKind Champions Pack. Those interested should email Daniel.askew@acs.org.uk
ACS chief executive Ed Woodall says it is important for retailers to participate in the ShopKind campaign “to ensure that the messages behind the campaign continue to be heard”.
He adds: “Shopworkers and convenience retailers have the right to feel safe when they are serving their communities, and should never be subject to abuse. This campaign acts as a reminder to all customers that it is important to treat everyone with kindness and respect.”
Free ShopKind materials can be downloaded from the National Business Crime Centre website.
