Sainsbury supermarket is proving sunflower lanyards for customers with hidden disabilities to wear while they shop. The initiative was designed to serve as a discreet sign for staff to recognise these customers and provide them with extra care or assistance when needed. Offered for shoppers with a range of disabilities such as dementia, autism and hearing or visual impairments, the lanyards are free, and available for customers to keep so they can be worn each time they come to shop. Within the next month, nine other stores are set to join the scheme.

“We want to be the most inclusive retailer and we understand that a busy supermarket environment can present challenges for some of our customers. As the first retailer to offer this service, this initiative is just one example of the steps we are taking to give our customers the best possible experience when shopping. We are working with our colleagues to ensure that they are fully equipped to provide assistance to those who need it and we encourage feedback from local communities where we are trialling the initiative,” said Tim Fallowfield, company secretary and corporative services director for Sainsbury.