Retail’s younger workforce is bearing the brunt of the cost-of-living crisis and rising customer abuse, according to new data from the Retail Trust, which has warned that Gen Z staff are now the most at risk of poor mental health across the sector.

The charity’s 2025 Health of Retail report found that 85% of Gen Z retail workers say their mental health has deteriorated in the past year, more than any other age group, with almost one in four saying they no longer want to work in retail.

Nearly nine in ten staff overall said they are still affected by cost-of-living pressures, with one in five store colleagues struggling to meet monthly outgoings.

The findings come as the Retail Trust launches a new ‘Let’s Respect Retail’ campaign, urging shoppers to show more kindness and understanding towards retail workers amid growing reports of abuse.

According to a new survey of 1,000 shop workers, 77% say they have experienced intimidating behaviour in the past year, while 43% have been verbally or physically assaulted every week.

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Separate YouGov polling found that a third of UK shoppers have witnessed someone being rude or abusive to a shop worker in the past year.

Retail Trust chief executive Chris Brook-Carter said the abuse and economic strain were creating “a perfect storm” for mental health in the sector.

“What was once occasional frustration has become routine hostility,” he said. “We’re being contacted by people who are ignored, shouted at or filmed for social media, and it’s taking a huge toll on their wellbeing. Many feel they have no option but to leave jobs they once loved.”

The campaign calls on shoppers to make “small acts of respect”, such as a hello, thank you or smile, in a bid to restore humanity to the high street.

Retailers including H&M, Holland & Barrett and BP have thrown their support behind the initiative, while the British Retail Consortium reiterated calls for kindness towards retail staff, particularly over the busy festive trading period.

Despite some progress in tackling retail crime through body-worn cameras and new technology, the Retail Trust’s research shows the emotional impact on workers remains deep-rooted.

“Our message is simple,” added Brook-Carter. “Next time you’re in a shop, look up, say thank you, and smile. It really can make all the difference.”