By Will Wheeler – Neurodivergent Mates Podcast

Introduction: Shopping as More Than a Transaction

For most of us, shopping is routine: grab a trolley, weave through the aisles, pay, and leave. But for many neurodivergent individuals, retail environments can be overwhelming, exhausting, or even inaccessible. From harsh lighting to crowded spaces, the everyday act of shopping often becomes a barrier rather than a service.

On the Neurodivergent Mates podcast, I spoke with Natalie Phillips-Mason, change management consultant, parent, and advocate for neuro-inclusion in retail. Together, we explored how retail can evolve from being just about transactions to becoming truly inclusive spaces for employees and customers alike.

A Mixed-Neurotype Family Perspective

Natalie begins every introduction with an important context: she is part of a mixed-neurotype family. Among her immediate and extended relatives, some are formally diagnosed, others are discovering their neurodivergence later in life, and some may be undiagnosed but show clear traits.

This lived experience underpins her professional journey. Having worked in retail head offices and change management, Natalie understands both sides of the equation: the operational complexities of retail and the human impact of environments that aren’t designed inclusively.

Why Retail?

Retail matters because it’s everywhere. Around 10% of Australians work in retail, making it one of the largest employment sectors. Retail also touches almost every consumer, every day.

Natalie noticed a recurring theme in conversations with neurodivergent people: shopping experiences were consistently mentioned as stressful. Whether it was avoiding shopping centres, struggling with sensory overload, or finding stores too confusing to navigate, shopping wasn’t just inconvenient – it was exclusionary.

This insight drove Natalie to commission her own research in 2023, surveying 600 Australian shoppers. The findings confirmed what stories had suggested: in-store and online shopping experiences differ dramatically, with physical environments often presenting unnecessary barriers.

Pain Points of the Retail Experience

1. Parking and Planning Stress
   For many, stress begins before entering the store. Parking difficulty and crowded shopping centres cause frustration and trigger avoidance. Predictability is key: people want to know when stores will be less busy and easier to access.
2. Navigation and Wayfinding
   Large shopping centres are confusing. Losing one’s car, struggling with signage, or facing unexpected store layouts are common complaints. Neurodivergent customers in particular benefit from clear maps, digital guides, and consistent layouts across locations.
3. Sensory Overload
   Fluorescent lights, loud music, constant announcements, and overpowering smells (think perfume or soap stores) create overwhelming sensory environments. Many leave mid-shop, abandoning their trolleys, just to escape.
4. Crowds and Clutter
   Peak shopping periods like Christmas or Black Friday are unbearable for some. Even regular days present challenges when aisles are blocked by restocking pallets. Beyond inconvenience, this creates real accessibility barriers for wheelchair users and parents with prams.

Inclusive Practices Emerging in Retail

Despite the challenges, some encouraging practices are emerging:

• Quiet Hours: Supermarkets and electronics retailers are introducing dedicated times with dimmed lights, reduced noise, and minimal digital signage. These hours benefit not only neurodivergent customers but also others who prefer calm environments.
• Sensory Maps: Bunnings has introduced sensory maps to help customers plan their visits. Wayfinding aids reduce anxiety and make large stores more predictable.
• Flexible Uniforms: Some retailers, like JB Hi-Fi, allow staff to wear their own clothes rather than strict uniforms. For many neurodivergent employees, avoiding uncomfortable clothing is essential to regulate sensory input.
• Self-Checkout & Communication Boards: Options such as self-service checkouts or picture-based communication boards empower customers to interact in ways that suit them best.
• Queue Busting & Online Booking: Shoe brands and other retailers now offer online booking systems, reducing waiting times and creating more predictable shopping experiences.

Retail as a Workplace: Employee Inclusion

Natalie emphasises that shopping and working in retail are different experiences, but tightly connected. To be truly inclusive, retailers must also consider neurodivergent employees.

Key strategies include:

• Flexible scheduling: Allowing breaks when needed for regulation.
• Role alignment: Matching employees to roles that fit their strengths – data analysis, merchandising, customer engagement, or behind-the-scenes logistics.
• Sensory-friendly environments: Creating staff spaces that allow decompression and regulation.
• Training leaders: Equipping managers with knowledge about neurodiversity, communication preferences, and reasonable adjustments.

Training vs. Education

Natalie makes an important distinction: training is often seen as a box-ticking exercise. In contrast, education should be ongoing, integrated into leadership, and grounded in lived experience.

Too often, employees complete mandatory training but fail to change behaviours. Accountability and reinforcement are essential. Retailers must build systems that measure outcomes, not just attendance.

“Learning doesn’t stop. Neuro-inclusive practices require more than one-off training sessions – they need cultural and behavioural change.” – Natalie Phillips-Mason

Lessons from Overseas

Natalie’s travels offered examples of innovation:

• Samsung’s experiential London store simulates real-life environments (kitchen, lounge, etc.), helping customers understand how technology fits into their homes.
• IKEA combines inclusive practices with challenges, offering immersive spaces but creating overwhelming navigation for some.
• European electronics retailers piloting daily quiet hours showcase how inclusion can be built into everyday operations, not just token gestures.

What Needs to Change?

Natalie suggests three priorities for retail leaders:

• Educate – Understand neuro-inclusion from both customer and employee perspectives.
• Research – Collect and act on data, not just anecdotes.
• Engage – Talk directly with neurodivergent employees and customers to design meaningful solutions.

Retailers must see inclusion not as an optional extra, but as a brand value that strengthens loyalty and broadens markets.

Conclusion: Retail as a Gateway to Belonging

Retail is more than shelves, tills, and shopping bags. It is where millions of people work, where families gather essentials, and where culture is reflected in daily life.

By addressing sensory environments, educating staff, and listening to lived experience, retailers can turn exclusion into belonging. For neurodivergent individuals, that shift can mean the difference between avoiding shops altogether and feeling welcomed as both customer and employee.

“Neuro-inclusion in retail isn’t just about quiet hours – it’s about rethinking the entire experience.” – Natalie Phillips-Mason

Where to Find Natalie

Connect with her on LinkedIn or through her website inc-change.com.

Listen to the Full Episode

Catch the conversation with Natalie Phillips-Mason, by clicking the link below.