GO introduces Sensory-Friendly Hours across Its Outlets Initiative endorsed by Autism Parents Association (APA) Malta

Every Wednesday afternoon, for an hour and a half, GO’s retail outlets have started turning the lights softer, the music lower, creating a calmer space where every customer can feel at ease.

The initiative, on a suggestion proposed by GO’s Diversity & Inclusion Committee and endorsed by the Autism Parents Association (APA) Malta, introduces dedicated Quiet Time designed to make GO’s outlets genuinely inclusive for neurodivergent customers, individuals who may find busy, noisy environments particularly overwhelming.

“At GO, we believe that a truly digital Malta is one where everyone belongs,” explains Alison Said, GO’s Senior Manager for Retail & Sales Operation.

“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.

“For many families, a simple visit to a retail store can present real challenges. Sensory sensitivities, common among people with Autism, ADHD, and other neurodivergent conditions, can turn a simple everyday errand into a stressful experience,” explained Jean Paul Farrugia, President of the APA Malta.

“GO’s Quiet Time changes that. It creates a predictable, calm environment where neurodivergent visitors and their families can browse, ask questions, and access services without barriers,” he added.

During Quiet Time, outlets see softer lighting, muted screens, and calmer background music, all carefully aligned with expert guidance on best practice for neurodivergent-friendly environments. Families have already shared how meaningful the change has been, describing the freedom to shop more independently, with children able to explore comfortably and without sensory overload.

The response has been felt on both sides of the counter. GO’s store teams, fully briefed and supported throughout, have embraced the initiative warmly, finding that a calmer environment benefits everyone present.

GO’s Diversity & Inclusion Committee, which championed the initiative from the outset, worked closely with the Autism Parents Association Malta to ensure that every measure introduced genuinely reflects the needs of the neurodivergent community and are not based on assumptions about them.

“When we consulted with autism experts and families, we weren’t just ticking a box,’ said Christine Apap, one of the Diversity & Inclusion Committee members. ‘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.”

The Quiet Time takes place every Wednesday from 1.30 PM to 3:00 PM across GO retail outlets in Rahal Gdid, Pavi in Qormi, Pama in Mosta, St. Julian’s and Qawra.

GO’s vision is a connected Malta, where digital services, infrastructure, and the spaces that support them are accessible to all. Initiatives like this are a reminder that inclusion is not an add-on to that vision. It is the foundation of it.