Shop, Distributive and Allied Employees Association (SDA)

The Challenge

Customer abuse towards retail and fast-food workers has become increasingly common across Australia, creating significant impacts on worker safety, wellbeing and retention. The Shop, Distributive and Allied Employees’ Association (SDA) sought to better understand the scale of the issue, and identify the messages most likely to influence customer behaviour and strengthen social norms around respect in retail environments.

Fifty Acres was engaged to design and deliver an evidence-based research and recommendations program that would provide a robust foundation for future advocacy, communications and stakeholder engagement efforts.

The Solution

Working closely with SDA, and independent research partner YouGov, Fifty Acres designed and oversaw a comprehensive mixed-methods research program combining micro-quantitative message testing, qualitative focus groups and a nationally representative survey of 1,500 Australians.

The research explored the prevalence of customer abuse, the environments where incidents are most likely to occur, the drivers of escalating behaviour and the communication approaches most likely to influence public attitudes and actions.

Fifty Acres translated the research findings into practical communications and advocacy recommendations, identifying how existing campaigns could be strengthened and how to unite government, industry, employers and unions to establish clearer behavioural expectations and consequences.

The Outcome

In partnership with YouGov, we delivered a credible evidence base to support future advocacy efforts, strengthened the case for broader industry and government action, and established a practical roadmap for reducing abuse and improving safety for retail and fast-food workers across Australia.