The mayor of London, Sadiq Khan, has launched a renewed call for Londoners and visitors to support frontline workers following a sharp rise in abuse and violence directed at retail staff, healthcare workers and transport employees.
As part of his “Loved and Wanted” campaign, Khan is sending messages of support to frontline workers across the capital and highlighting the growing problem of workplace aggression. A tribute by author and poet David Larbi will be displayed across London’s transport network, advertising sites and social media channels.
The campaign comes amid continued concern over violence against shopworkers. According to the BRC figures cited by City Hall, retail workers across the UK experienced around 1,600 incidents of violence and abuse every day in 2025. The mayor also noted that almost one-third of Londoners have witnessed abuse or violence against retail staff while shopping.
New polling published alongside the campaign found that a quarter of Londoners believe retail and hospitality workers are treated negatively by the public, while only 25 per cent think they receive enough appreciation for the work they do.
Khan said frontline workers were “the very heart of our capital”, adding that the rise in abuse since the pandemic was “disgraceful”.
“These are human beings trying to do a hugely important job and it’s shameful that they are facing such treatment,” he said. “That’s why I’m calling on all Londoners and visitors to play their part by standing up for diversity, equality and decency.”
Retail trade union Usdaw welcomed the campaign and said abuse of shopworkers remains at worrying levels.
Joanne Thomas, Usdaw general secretary, said: “No-one should feel afraid to go to work, but our evidence shows that nearly four in five retail workers are being abused, threatened and assaulted for simply doing their job and serving the community.
“Customer frustration is now one of the top triggers for abuse of retail workers and we ask customers to keep their cool and respect the person who is providing them with an essential service.”
The Loved and Wanted campaign was launched last year to celebrate the capital’s diversity in the face of rising fear, hatred and division online and on the streets. The campaign has included creating a network of community spaces to help London’s diverse communities access support services and provide them with a space to come together and learn from each other.