Morrisons Supermarkets Introduce Sensory Support Boxes for Autistic Customers
UK supermarket chain Morrisons is rolling out a new initiative to support autistic and neurodivergent customers in all of its 500 stores. Partnering with the National Autistic Society, Morrisons has developed Sensory Support Boxes designed to assist shoppers who may struggle with loud noises, bright lights, and busy environments while doing their weekly shop.
The Sensory Support Boxes include items such as fidget balls, spinners, and squish mats, aimed at promoting calmness and focus in individuals with sensory sensitivities. These boxes will be made available at customer service kiosks in all Morrisons supermarkets by May, ensuring that customers can easily access the tools they need to have a more comfortable shopping experience.
According to Joseph Clark-Bland, Community Manager at Morrisons, creating an inclusive shopping environment is a top priority for the supermarket chain. They are committed to ensuring that all customers, including those who are autistic or neurodivergent, feel welcomed and understood. This initiative aligns with Morrisons’ efforts during World Autism Acceptance Month, which in the past included the introduction of Quieter Hour in 2018.
Peter Watt, Managing Director of National Programmes at the National Autistic Society, praised Morrisons for taking steps to understand the needs of autistic individuals and their families. He highlighted the importance of businesses making their spaces more inclusive and accessible to all, especially during World Autism Acceptance Month.
In addition to the Sensory Support Boxes, Morrisons has previously implemented other initiatives to support neurodivergent customers. Quieter Hour, introduced in 2018, reduces sensory stimuli in stores by turning off checkout beeps and dimming lights. This initiative has been well-received by customers and now runs from 2pm to 3pm every week from Monday to Thursday.
The Morrisons Foundation, established by the supermarket chain in 2015, focuses on awarding grants for charity projects that enhance people’s lives. Over £42 million has been donated to various charities across England, Scotland, and Wales since its inception. The collaboration between Morrisons and the National Autistic Society underscores a commitment to fostering inclusivity and support for individuals with neurodivergent conditions.
As businesses continue to strive for greater inclusivity and accessibility, initiatives like the Sensory Support Boxes at Morrisons represent a positive step towards creating environments that cater to the diverse needs of all customers. By working closely with organisations such as the National Autistic Society, companies can enhance the shopping experience for individuals who may require additional support and accommodations.
Morrisons’ dedication to supporting autistic and neurodivergent customers sets a commendable example for other retailers looking to foster a more inclusive and welcoming environment for all shoppers. Initiatives like the Sensory Support Boxes demonstrate the positive impact that businesses can have when they prioritise accessibility and understanding in their operations.