Visuals are an important
ingredient in consumer marketing, so it is surprising to come across retail
managers who are so purblind as concerns the latent yet obvious passive
aggression in some of the visuals that those managers themselves approve in the
name of security. The espoused, yet utterly fake claim that customer experience
is improved by the added sense of safety—the actual underlying motive lies in
loss prevention—is typically outweighed by the very human negative experience
from being intentionally intimidated by passive-aggressive visuals. It may be
that such managers, frustrated by high rates of in-store petty theft (i.e.,
“shoplifting”), are unconsciously taking their latent aggression out of the
customers as a group. Even if not, the lack of judgment is palpable from the
visuals themselves. It is no wonder that an increasing number of customers
prefer shopping online.
The chain of Safeway grocery
stores is a case in point. One store manager admitted to me that the
subcontracted security company hires from “the ghetto,” meaning that the young
security guards may themselves need to be watched. I was discussing one such
guard, who had been standing just inside the interior entrance gates
watching customers entering the aisle-area of the store as if we were
suspects. The young man’s hostile facial expression was such that I
instinctively took out my phone, which triggered him. “You better NOT be
recording me, BRO!” he threatened. According to the store manager, the guard
should not even have been standing in the entrance gate (as shoplifters
typically do not bring and deposit merchandise inside stores, and watching
people enter means missing people leaving). Even though the manager told
me that the subcontracted guard would be dealt with, on my next visit that very
same guard stood next to the cashier as I was about to pay for groceries; I
left without the groceries or paying and reported the serial guard to the
company. The manager, who had admitted to me that he had authority in the store
even over subcontracted employees, had failed to hold the guard accountable, given
the guard’s sordid, unrepentant attitude. The manager also told me that the
guards were not supposed to cluster together, given the overdone visual, yet I
witnessed just such a clustering a week later. Apparently latent visual
passive-aggression, likely intended to intimidate, is not worth preventing in
retail management.
At a Vons grocery store in downtown
Long Beach, California, customers leaving the store must hand receipts to a security
guard and then take the paper back in order to tap it to an electronic device that
opens a gate allowing customers to exit the store. Presumably those customers
who decide not to purchase an intended item must justify themselves to a guard
in order to be let out of the store. Simply stated, this goes too far and yet
strangely customers put up with the invasiveness such that it could become
status quo, and thus the default not to be questioned. The passive aggression
in the active involvement of security guards misleadingly dressed as police and
the control-of-movement, if to become characteristic of society, would render
it as saturated with latent hostility and severe distrust.
At a Safeway store in San Francisco, customers using the self-check-out area must tap in order for a gate to open out of that area. Just outside that gate, sometimes as many as three security guards cluster to present a redundant display of intimidation, for they too are dressed to look like police employees. I submit that the managerial urge to dominate customers, even by using hired guns (literally), rather than to serve customers should be better studied in business schools, for the urge to control has arguably gotten out of hand at too many retail companies. If the latent hostility and over-control are allowed to reach a critical mass, a societal culture could be characterized in such terms, eviscerating connection that would otherwise exist between social animals like humans.
Even coffee shops are not off limits to overdone passive-aggressive visuals. Police should be mature enough to have the good sense to limit their number when they enter a small coffee shop to order and pick up coffee, for it is obvious that a lot of guns and uniforms in a small area are uncomfortable to customers who have not been in prison. The passive-aggression of guns should be obvious, especially given the incidence of abuse of power by police in the United States and the lack of accountability on police forces. Where, it may be asked, are the store managers in all of this? They err in judgment in favoring a sense of store safety and deterrence over providing customers with a comfortable in-store experience. Starbucks has been particularly guilty in throwing customer comfort under the bus in order to appease police. At the very least, the latter could leave their weapons in their squad-cars.
One coffee shop in San
Francisco that I walked past once even had a security guard wearing what looks
like military (or police) heavy gear (or bullet-proof vest!) just inside the
front door. Even if “people off the street” are a problem, the militaristic (or
police look-alike) visual is antithetical to “chill” coffee shop culture; the
sheer fact of being overdone should not go below the radar. Where intimidation is
so obviously the intent, potential customers should indeed keep walking, for no
innocent person deserves to be intentionally intimidated, especially in
spending money for a product. The irony is that on the window facing outside
was a poster urging love; just inside stood the security guard intimidating
people entering the coffee shop. Intentional intimidation by overdoing visuals
is antithetical to love, and yet there were the two visuals, back-to-back.
The impact on a society’s culture of this trend of presenting a visual overabundance of store guards as police and even giving them control over gates inside stores is in need of study. The related impact on the psychology of individuals is also important. Moreover, the individual-organizational-societal nexus should not be minimized. The uptick in store security-presence in the early-to-mid 2020s was no doubt due to a surge in shoplifting (stealing merchandise), but this does not justify either in moral or psychological terms the collateral damage that is done culturally and to the psychological well-being of individuals while in public.
The only security guard in a small grocery store in San Francisco closely watches customers paying while tcustomers in the aisles are presumably free to take what they like, unobserved. Where does shoplifting take place? At the cash register? The store manager refused to intervene.
The impact on a society’s culture of this trend of presenting a visual overabundance of store guards as police and even giving them control over gates inside stores is in need of study. Perhaps more subtle, but no less dysfunctional both in terms of human psychology and the reputation of a city is severe rudeness when it becomes the norm among nonsupervisory employees enabled by their immediate supervisors.
I am by no means a regular frequenter of bars, so the bar culture is not particularly well known to me, so I reported the following incident to the Board of Supervisors in San Francisco to obtain a more official reaction than my own to the conduct of employees that I had recently encountered at the entrance of a bar there. Just outside a bar, I encountered a regular employee, rather than an employee hired specially as a bouncer, who in spite of my advanced age demanded to see an ID, which I provided. He then demanded to see inside my laptop computer case even though the dive bar was not a dance club and this happened before 9pm. As he was looking in the case, he demanded to know, "What is the purpose of your trip to San Francisco?" That he assumed that I was visiting was strange enough; that he said that I was rude in telling him that my purpose was none of his business and therefore he was not going to allow me to enter the bar as a result was beyond the pale and utterly unacceptable, according to the city's Board of Supervisors. That the employee was acting as de facto security means that this was yet another manifestation of the presumptuous over-reaching by retail security in a business context in San Francisco. In my report to the city government, I added that when I had returned to speak to another employee of the bar who was then outside the entrance, that second employee, after repeatedly ignoring my initial statement that I had not objected to the bag-search, scolded me for not agreeing to the search. "You should not expect to be let into a bar when you refuse a bag-search." That employee's mental state could therefore stand to be scrutinized, for he had blocked out my initial statement, going on a lie told by the first employee! As if being corrected for blatantly ignoring an entire sentence were not enough, he presumed to have confidence in his opinion that saying "none of your business" is rude, so rude in fact that the original employee had been justified in baring me from the bar. The Board of Supervisors' clerk was stunned when I reported this. "It's not rude," he said emphatically; "It was none of the employee's business! Saying 'It's none of your business' in itself is not rude." That more than one of the bar's employees allowed their personal feelings to warp their judgment and perception of what is actually rude and yet presumed themselves to be omniscent, without there being a supervisor to intervene, permits a damning verdict to be made concerning San Francisco's small-business culture at least with respect to how sordid it had been allowed to become. Being so mistaken and emotionally warped, the two employees were so jejune that they should never have been hired, so the culpability extends back to the bar's manager, and ultimately to its owner.
A local bar employee who, in demanding to know the purpose that visitors have in coming to San Francisco, dismisses his own presumptuousness and is angered when the reply is, "It's none of your business," as if saying that in itself were rude. He abuses his power by refusing entrance on that basis alone, and no supervisor is on duty at night to restrain the young man from acting out against customers who have and enforce personal boundaries.
All this goes to show the extent to which security services in that city's retail sector had become utterly unacceptable. To say that a power-trip mentality had become well ensconced is a euphanism. Sector-specific and even societal norms can have a tremendous impact on people in their daily lives even if they are not conscious of the source of the stress. "Over-kill," such as in there being three security guards clustered inside a Safeway grocery store, can, if allowed to go on long enough, be regarded as normal by customers whose measuring device has become subtly recalibrated by the sheer passage of time. That a new practice has been allowed to go on and on does not furnish it with legitimacy, and yet, sadly, as the saying goes, possession is nine-tenths of ownership.
In illegally approving Israeli settlements in the West Bank, for example, Israel's government has been relying on this de-facto natural law; the facts on the ground come to constitute law, such that efforts to change the facts is regarded as an illegitimate usurption of someone's rights. The sheer presumptuousness of treating illegal settlements as legitimate and thus any attempt by the UN or any national government to remove said settlements as justifying military aggression is astounding, and yet how rare it is to hear something like, "Well, you shouldn't have approved the settlements in the first place."
In San Francisco, the presumptous latant and even blatant hostility in the retail sector evinced through its security human-apparatus had arguable reached intolerable heights (or lows) in 2026. Even if crime were high, the motive to intimidate even innocent (prospective!) customers is unethical, as the actual intimidation, because such customers have done nothing to deserve even the unconscious emotions of anxiety and even of being regarded even in visually as a target. Local norms can indeed be dysfunction and yet go on, and even get worse, like arrogance on stilts during a flood.
1. Friedrich Nietzsche, The Gay Science, #162.


















