How AWARE works
We ask frontline workers directly.
About the abuse they experience, what happens after a report, and how supported they feel.
AWARE is founded and funded by Reveal Media Limited.

Who takes part
Three frontline workforces, and a separate survey of UK shoppers.
12,916
frontline workers in the October 2026 findings
4,429
UK retail
5,582
US retail
2,905
UK healthcare
A separate survey
2,777
UK shoppers
Shoppers tell us what they witness and how it affects their visit. Their answers are kept separate from workers’ answers.
Workers find the survey through paid advertising, mainly on Meta, and choose to take part. They name their employer or trust so we can check their sector. This does not independently verify their employment.
What we ask
Their experience, in their own answers.
What happens at work
Verbal abuse, threats and physical attacks from customers, patients or relatives in the past month.
What follows a report
Whether reporting is required, what happens next, and how supported workers feel.
How work feels
How workers feel about going to work.
Understanding a finding
What does 82% mean?
82%
of UK retail workers who answered report verbal abuse in the past month.
- Who
- People who answered the verbal-abuse question in the UK retail survey.
- When
- The month before each person answered, rather than one shared calendar month.
- What
- Being verbally abused, insulted or shouted at by a customer.
Each percentage describes the people answering that question. Some questions apply only to particular groups, and some people stop before the end. The number answering therefore varies.
What the labels mean
The terms used on the findings pages.
- Verbal abuse
- Being verbally abused, insulted or shouted at by a customer, patient or relative.
- Threatened or physically attacked
- In retail, one question covers both. In healthcare they are asked separately; the combined figure counts anyone who said yes to either.
- Required to report
- The worker says their employer requires incidents of aggression to be reported.
- Nothing beyond an acknowledgement
- The incident is logged and nothing follows, the worker gets an acknowledgement and no more, or does not know what happens.
- Very, somewhat, not very, not at all supported
- The worker’s own rating of the support they get after abuse. Unsupported means not very or not at all.
- Negative about work
- Answering “Dread it” or “Not great” to how going to work feels right now.
- Within each level of abuse
- Workers grouped by how often they report being abused and threatened in the past month, so that support can be compared between workers facing similar levels.
- Combined figures
- Where answers are added together, such as the three on The Public’s View, the total is worked out from the number of people who gave each answer and rounded once. Each part is rounded on its own, so the parts shown can add up to a slightly different figure.
Reading the findings
What to keep in mind.
- People choose to take part
- These are the experiences of those surveyed, rather than estimates for every worker or shopper.
- People describe their own experiences
- The answers draw on recall and judgement, rather than employer or police incident records.
- Questions differ between surveys
- Retail combines threats and physical attacks; healthcare asks separately. These figures are not directly comparable. Subgroup results say who they describe.
- A relationship does not establish a cause
- Support and feelings about work can be related without proving that one causes the other.
- This is the first reading
- Further findings are needed before we can describe a trend.
Latest findings
October 2026
Responses to 21 September 2026.
UK retail: 9 May 2026 to 21 September 2026
US retail: 16 May 2026 to 21 September 2026
UK healthcare: 2 June 2026 to 21 September 2026
UK shoppers: 27 July 2026 to 21 September 2026
Privacy
No employer is named, ranked or scored.
We don’t publish respondent-level data.
Questions about the findings?
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