A simple message.
A positive difference.
The Be Kind in Retail campaign is Australia's leading retail safety and respect campaign. Be Kind in Retail brings the industry together to champion kindness, respect and safer environments for everyone who works in or visits shopping centres, fuel and convenience outlets, banks, cinemas, supermarkets and all retail spaces.
A little kindness goes a long way
For the people
behind the everyday.
Every day, retail workers, cleaners, shopping centre staff and security officers help keep our communities moving. From serving customers to keeping shopping centres and retailers clean and safe, their contribution makes a difference to the places we visit every day.
Be Kind in Retail encourages everyone to recognise these contributions and help create more positive, respectful retail environments.
Launched in 2024, the campaign is a joint industry initiative, bringing together organisations representing more than 1.5 million Australian workers behind one simple message: ‘Kindness Never Goes Out of Style’.
Explore campaign resourcesOne industry.
One message.
Led by the Shopping Centre Council of Australia (SCCA), the campaign encourages Australians to show kindness and respect towards all retail workers, cleaners, shopping centre staff and security officers.
2026 campaign highlights
A growing national campaign.
Since its launch, Be Kind in Retail has grown through the support of industry associations, shopping centres, retailers and business partners across Australia.
- $10m+
- Commercial advertising value
- 390+
- Shopping centres involved
- 7,600+
- Digital screens displaying the campaign
- 1,650+
- Participating fuel and convenience outlets
- 650+
- Bank branches
- 30+
- Industry partners
One simple message
A little respect.
A better day.
For the people who serve us, keep us safe and make our everyday possible. Please be kind to our staff.
Be part of the campaign
Better, together
Supported by our industry.
Industry associations, shopping centre operators, retailers and business partners are helping spread the message and encourage positive behaviour across retail environments.
Made to be shared