GO has introduced sensory-friendly hours across its retail outlets in a move aimed at making its spaces more accessible to neurodivergent customers.
The initiative, which was proposed by the company’s Diversity and Inclusion Committee and endorsed by the Autism Parents Association (APA) Malta, will see outlets adopt a calmer environment every Wednesday afternoon between 1.30pm and 3pm.
The sensory-friendly hours are being implemented at GO outlets in Paola, Pavi in Qormi, Pama in Mosta, St Julian’s and Qawra.
During this period, lighting is dimmed, music is lowered and in-store screens are muted to reduce sensory stimulation.
GO said the measure is intended to support individuals with autism, ADHD and other neurodivergent conditions, for whom busy retail environments can be overwhelming.
“At GO, we believe that a truly digital Malta is one where everyone belongs,” said Alison Said, the company’s senior manager for retail and sales operations.
“This is not just about adjusting a few settings in our stores but about recognising that inclusion means meeting people where they are and making sure no one feels left behind when they walk through our doors,” she added.
The Autism Parents Association Malta welcomed the initiative, describing it as a practical step towards improving accessibility.
“For many families, a simple visit to a retail store can present real challenges,” said APA president Jean Paul Farrugia.
“Sensory sensitivities, common among people with autism, ADHD and other neurodivergent conditions, can turn a simple everyday errand into a stressful experience. GO’s Quiet Time changes that.”
He said the quieter setting allows families to browse, ask questions and access services “without barriers”.
According to GO, early feedback from families has been positive, with some reporting that the calmer setting allows children to explore more comfortably and independently.
The company added that its retail staff have also responded positively to the initiative, noting that a less stimulating environment benefits both customers and employees.
GO’s Diversity and Inclusion Committee said it worked closely with autism experts and families to ensure the measures reflect real needs.
“When we consulted with autism experts and families, we weren’t just ticking a box,” said committee member Christine Apap.
“We wanted to get this right, because the people who walk into our outlets during Quiet Time deserve to know that this space was created with them truly in mind.”
GO said the initiative forms part of its broader vision of a “connected Malta” where services and spaces are accessible to all.
