A new study by researchers at the Centre for Climate Change and Social Transformations at the University of Bath has suggested that hairdressers can play a key role in supporting climate action through their everyday engagement with customers.
The study, Public engagement and climate change: exploring the role of hairdressers as everyday influencers, which was undertaken alongside researchers from the Universities of Cardiff, Oxford and Southampton, was published in Humanities & Social Sciences Communications.
Some 30 salon owners and directors in the UK and Ireland were interviewed about hairdressers’ engagement with clients on climate change and sustainability issues, while an ‘intervention’ was undertaken in 25 salons that identified as sustainable businesses, which included placing ‘mirror talkers’ on mirrors to prompt sustainable haircare conversations.
Haircare habits
Close to three quarters (73%) of customers said that they were likely to change their haircare routine after being prompted by the ‘mirror talkers’, with many switching to more eco-friendly products, using less hot water, or changing their home haircare habits.
‘The results show that hairdressers already have a strong understanding of public engagement, are able to ‘read’ clients and maintain trusting relationships,’ the study noted. ‘Climate and sustainability conversations are happening in sustainable salons and impacting clients’ mindset and behaviour, with the intervention viewed positively.’
According to the University of Bath’s Dr. Sam Hampton, the level of trust that hairdressers build up with their clients is “gold when it comes to discussing climate change. We found salons to be unique spaces where clients feel safe, relaxed, and open to new ideas.”
Elsewhere, Denise Baden, professor of Sustainable Business at the University of Southampton, added, “Most of us think a ‘green’ product is one with recyclable packaging, but the carbon footprint of shampoo is mostly in the hot water used, so simple messages such as ‘most of us use too much shampoo and shampoo too often’ can prompt conversations about how shampooing less and at lower temperatures saves time, money, energy, water and is better for your skin and hair condition.”
‘Valuable spaces’
With some 61,000 hair and beauty businesses operating across the UK, the researchers, and the sector contributing £5.1 billion to the economy, the researchers called for greater recognition of salons as ‘valuable spaces’ for climate engagement, and for sustainability training to be integrated into hairdressing education and apprenticeships.
“If we’re serious about building a public movement for climate action, then it’s time to invest in these unsung influencers, because real change starts in everyday conversations, not just in Westminster,” Dr. Sam Hampton added. Read more here.
