Avoiding Neglect of Women in Frontline Positions: Supporting Their Success

Frontline women workers play a vital role in powering the retail and hospitality sectors, serving as the backbone of our consumer economy. Despite being labelled "essential workers" during the pandemic, many now feel overlooked and undervalued. Do organisations and customers truly see the individual beyond the role of a food server, sales assistant, or checkout person?

Challenges Faced: Unmet Needs and Overlooked Issues

In contrast to the progress made in gender equity within office environments, frontline women often face unmet needs and challenges, leaving them feeling unappreciated, invisible, and vulnerable to aggression. Issues such as limited breaks, inadequate facilities, and impractical uniforms persist, impacting their well-being and effectiveness on the job.

Safety Concerns: A Gap Between Needs and Policies

These women, who work on-site in various settings, endure physically demanding roles with hours extending beyond the typical 9-to-5 schedule. Despite their dedication, their safety, comfort, and growth opportunities are frequently overlooked by management.

Research reveals a significant gap between the needs of frontline women and workplace policies, often unnoticed by leaders. Safety concerns, particularly for the 58% of retail workers who are women, are compounded by the lack of support for physical needs like appropriate uniforms and bathroom access.

Scheduling Struggles: Stress and Instability

Furthermore, scheduling practices add stress and instability to their lives, hindering personal appointments and exacerbating financial insecurity. This rigid environment, coupled with limited career advancement opportunities, leads to decreased morale and engagement among frontline women.

Bridging the Gap: Prioritising Women's Well-being

To bridge this gap and foster positive workplaces, companies must prioritise women's physical well-being, implement employee-centric scheduling, train empathetic leaders, and provide growth opportunities. Beyond employers, everyone can play a role in acknowledging and appreciating the efforts of frontline workers, recognising the complexities they navigate daily.

A Collective Responsibility: Acknowledging Frontline Efforts

By valuing and supporting women in frontline roles, we not only enhance their professional lives but also contribute to a more inclusive and thriving workforce. Let's ensure these women are seen, heard, and valued, both personally and professionally, as they continue to drive businesses forward amidst challenging circumstances.

Introducing Our Women's Health & Wellbeing Programme: Empowering Equality in the Workplace

In light of the challenges highlighted, our Women's Health & Wellbeing Programme will explore strategies for employers to address the distinctive challenges faced by women, championing gender equity and ensuring that company policies and practices prioritise the health and well-being of every employee.