@ mntle
2025-04-02 00:09:46
### The Rise of the Entitled Customer
A significant contributor to the feeling of being undervalued is the rise of the “entitled” customer. Driven by a combination of factors – readily available online shopping, social media showcasing perfect purchases, and a general sense of consumerism – customers often approach retail interactions with a sense of expectation that goes far beyond simply buying a product.
Consider, for example, the increasingly common scenario of a customer returning an item – often without a receipt, without a box, and sometimes only a few days after purchase – demanding a full refund, citing a minor imperfection or simply because they found a “better deal.” A 2023 [study by the National Retail Federation](https://nrf.com/research/2023-consumer-returns-retail-industry) found that 13.7% of all retail sales in the US are Fraudulent or Abusive claims. The expectation of a return is frequently backed by a willingness to complain loudly in person and on social media. This creates a pressure point for employees.
Furthermore, the influence of online reviews has amplified this sense of entitlement. A single negative review, based on a minor inconvenience or a slightly longer-than-expected checkout line, can significantly impact a retailer's reputation and, consequently, the employee’s job security. Employees are now judged not just on the quality of their service, but on their ability to handle a constant stream of customer complaints, often delivered with little patience.
### Employers: Demands Without Recognition
The pressure isn’t solely coming from the customer side. Employers, driven by profit margins and often influenced by trends in fast-fashion and rapid turnover, have become notoriously demanding. Many retailers operate on tight budgets, leading to lower wages, fewer benefits, and a constant need for employees to “go above and beyond.”
The decreasing value of the Dollar has meant that most front line workers are earning only around 70% of their counterparts paychecks from as little as a decade ago. The Dollar figure increases, but the buying power decreases dramatically. The cost of living has increased almost 22%; inflation has also increased by 16%, both in the last 3 years alone.
For instance, a recent [report by Forbes](https://www.forbes.com/advisor/personal-finance/minimum-wage-debate/) highlighted that many retail workers earn minimum wage or slightly above, despite often working evenings, weekends, and holidays. This is particularly challenging in areas with a higher cost of living. Moreover, the expectation of multitasking – assisting customers, stocking shelves, operating the cash register, and handling inventory – is frequently placed on a single employee, leading to burnout and decreased morale.
The pressure to meet sales targets is another key factor. Employees are often evaluated not just on the number of transactions they process, but on their ability to upsell and cross-sell products.
Finally, the rapid pace of change in the retail industry – new technologies, shifting consumer preferences, and frequent store remodels – means that employees are constantly required to learn new skills and adapt to new procedures. This constant learning curve, coupled with the demands of customers and employers, can be exhausting.
### The Result: A Systemically Unfair Equation
The combination of entitled customers, demanding employers, and a lack of recognition for the hard work of retail employees creates a systemically unfair equation. Employees are often expected to absorb the brunt of customer dissatisfaction, handle a constant stream of demands, and adapt to ever-changing conditions, all while earning relatively low wages and receiving limited benefits.
To shift this dynamic, retailers need to invest in their employees – offering competitive wages, comprehensive benefits, and opportunities for advancement. Customers, too, can play a role by remembering that retail employees are people, not just service providers, and treating them with respect and understanding.
It is disappointing that the greed for ever higher profits trumps the need for realistic living wages, and personal well-being of those front line workers affected.