British supermarkets are quickly becoming the unexpected pioneers in adding more empathy into retail. In January, Tesco introduced a “slow checkout line” for customers who have dementia or otherwise need more time to check out. This week, Morrisons, another British supermarket chain, announced it would have “quiet hours” to help autistic shoppers to have a more noise-free shopping trip. Both are beautiful non-obvious examples of how a small change can create a retail experience more welcoming to an audience accustomed to being ignored. Not to mention creating plenty of admiration from the rest of us for choosing to be so empathetic in the first place.