in a campaign titled the “Autism Hour.” The Independent reports that “[t]he Autism Hour has been organized by the National Autistic Society to help draw attention to the difficulties that people with autism can face in noisy environments.” Autistic children often have difficulty dealing with loud spaces and when confronted with a noisy environment, they may go into a “meltdown.” To make shopping easier for them and their parents, beginning in the first week of October, “businesses will turn down music, reduce tannoy (loudspeaker) announcements and dim lights to help create a calming and less daunting environment.” Many major retailers have already signed up to participate, including Toys R Us.
Kudos to the National Autistic Society for getting major retailers on board this initiative. UK residents have been working on getting retailers to agree to trial a “quiet hour” program for some years, and some retailers agreed. With the launch of the Autism Hour campaign, one hopes that quiet accommodation is now a regular feature of retail stores in the UK. Meanwhile, Toys R Us has taken the lead in offering accommodation for autistic customers in the U.S., by simply modeling their U.S. program after their UK experience. Thanks to the persistence from those who need or prefer a quieter shopping experience, the U.S. is poised to catch up with the UK and offer accommodation for those who cannot tolerate noisy environments.