Why is Mental Health Important to Retail Leaders?

84% of retail workers report declining mental health in recent years. [1]

Across the entire retail landscape, there's a silent struggle that needs our attention: the mental well-being of our retail teams, leaders, and employees. It is not limited to any one group, it is all of us that are susceptible, and likely already facing some pressures that few choose to discuss. Did you know that nearly two-thirds of adults find work to be a major source of stress? For our team members on the frontline, juggling customer demands and long hours, this stress can take a toll. But here's the thing: when we, as leaders, prioritize their mental health, we're not just being compassionate, we're ensuring the success of our entire operation. It's time we recognize that supporting our retail teammates isn't just the right thing to do – it's essential for our stores to thrive.

One of the biggest challenges in retail that faces both leaders and frontline employees is the willingness to acknowledge the need for help, and then how to offer it. Recent research from MeQuilibrium showed that most retail and service-related workers have high levels of stress, anxiety, and depression compared to non-frontline workers. The data also suggested that these workers are more resilient to these conditions. And, as such, are more likely to say they do not have a problem. Even when they acknowledge there is a problem, they are less likely to reach out for help than other non-frontline workers. Some of that could be from lack of awareness of existing support that is available to them.

“The study of 1,183 U.S.-based workers revealed that rates of anxiety and depression among frontline workers are 33 percent and 61 percent higher, respectively, and when facing high stress, they are 30 percent less likely to seek professional assistance, compared to their non-frontline counterparts,” the report’s authors said. 2

Retail scored in the bottom 10% for workplace mental health

What can we do as leaders to help?

You may be surprised by some small, yet meaningful steps leaders at all levels can take to assist with our team's mental wellbeing. Here are just a few, to get started, but I encourage you to do additional reading and research to see what other steps you may be able to take for your team (and yourself).

Predictable scheduling

Once upon a time, the saying was, ‘we schedule for the needs of the business.’ And, that remains true to a degree. The key factor now has to be that your team is part of the business—you need your team. Working with team members toward schedules that are predictable, flexible for their needs, offer time off, and available in advance is not an impossible task. It takes coordination for sure, and plenty of conversations, but it is doable, even in a world of automated scheduling systems.

Providing your team their schedule far enough in advance for them to make plans and balance their busy lives outside of work will go a long way in helping them do the things they need to do. It builds engagement and can relieve a lot of the stress of not knowing what is happening from week to week.

Listening

When a team member seems a little off, take a moment to ask a few questions and listen intently. This can be such a critical step in providing support that people need, even when they may not be sure they need it. You may pick up on other underlying issues that you can offer support for, or at least direct them to resources who can. Listening goes a long way in almost every element of leadership, maybe none more important than ensuring the mental well-being of your team or peers.

Being aware and available

Listening goes beyond the one on one conversations. Being aware of what your team members are talking about and what is happening in their lives can help provide clues to where you may be able to step in and offer guidance or support. This is not about invading someone’s privacy, it is merely awareness of the surroundings and your team. Make yourself available to your team for those discussions as well. You may be surprised at how many will take you up on your offer, especially as you build trust with your team over time.

Task rotation

Work can get boring, or overwhelming when you’re stuck doing the same thing over and over, or placed in constant customer interaction situations. Connecting this to the recommendation above, stay aware of situations that may happen that cause an employee to feel overwhelmed. A few back to back difficult customers, may require a short break from the action and change in pace or scenery in the store. Keeping associates fresh on the work they are doing and providing breaks from specific interaction can enhance productivity and job satisfaction. Both are great for the business and the wellbeing of your team.

Create opportunity for learning

Feeling static about the work you are doing is also a source of stress for many people. Employees at all levels want to feel like they are contributing and making a difference. They also would like to feel like they are growing and making a difference for themselves. Finding opportunities to learn new things or take on additional responsibilities can be a great way to boost energy and enthusiasm for the work. They can be small things or temporary; both can go a long way in helping team members feel like they are doing something different, something meaningful, and growing in their role.

Our world of retail is a dynamic, ever-changing environment. It is stressful. We deal with huge ranges of customers every day. Even leaders that are not on the frontline can feel the pressure to perform. They are asked to lead their teams to deliver sales results, customer satisfaction scores, meet deadlines, and work with less support (read: less payroll) than ever before. This can be, and often is, overwhelming. It will take a toll on your health, physical and mental, over time. We need to be more aware of this and general, and certainly more sensitive to the impact. Leaders, especially those in senior positions, need to recognize the importance of finding ways to support those closest to the customer in new, better ways. We have to offer more options for counseling. Coach mid-level leaders to take some of the steps listed above to help teams, and stay connected to how teams feel. This type of investment will pay dividends that do impact the top and bottom lines as much as anything else, if not more. We just need to commit to doing it across the board for our teams.

Leaders: What can you do different to help support your team’s wellbeing?

Employees: How will you ask for help when you need it?

All of us: How can we all take better care of ourselves and each other for the sake of our mental and physical health for the long term?

For immediate mental health support

Dial 988

The 988 Suicide & Crisis Lifeline provides free and confidential emotional support to people in suicidal crisis or emotional distress 24 hours a day, 7 days a week, across the United States. The Lifeline is comprised of a national network of over 200 local crisis centers, combining custom local care and resources with national standards and best practices.

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Photo by Gerald Berliner on Unsplash

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1 https://www.mentalhealthfirstaid.org/2023/09/why-retailers-need-to-invest-in-employee-mental-health/

2 https://www.yahoo.com/lifestyle/retail-workers-mental-resilience-don-221252710.html