Hair salons have become a ‘hub of trust’ that could encourage public engagement on climate change, new research has found.
Scientists have taken to the salon after realising hairdressers may be an “under-recognised” weapon in fuelling climate action.
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Alongside their ability to fix your roots and get rid of those pesky dead ends, hairdressers are renowned for their conversation skills. Whether it’s chatting about your upcoming holiday, plans for the weekend, or even ranting about your work – hairdressers have somehow become an agony aunt, counsellor and friend rolled into one.
New research from the University of Bath’s Centre for Climate Change and Social Transformation (CAST) - alongside a trio of other British universities – reveals that this is what makes hair salons ‘hubs of trust’ that could be used to encourage conversations around climate change.
Are hairdressers secret climate fighters?
The research team conducted in-depth interviews with 30 UK salon owners and directors about their climate and sustainability interactions.
They then ran a nationwide intervention in 25 sustainable salons using ‘Mirror Talkers’, where eco-tips are placed on salon mirrors to prompt sustainable haircare conversations.
“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,” says Denise Baden of the University of Southampton.
“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.”
‘Valuable spaces’ for climate engagement
The study, published in the journal Humanities & Social Sciences Communications, found that almost 73 per cent of salon clients said they were likely to change their haircare routine after conversations prompted by the Mirror Talkers.
Some even reported switching to eco-friendly products, turning down their hot water, and changing habits at home.
Researchers say this demonstrates how hairdressers have an “untapped ability” to weave climate change into everyday conversations and actions. They are now urging policymakers to roll out tools like Mirror Talkers nationally, and recognise that salons are valuable spaces for climate engagement.
“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,” says Dr Sam Hampton of CAST.
How salons are responding to climate concern
Matilda Collins, a senior director and stylist at Paul Edmonds London in the UK, tells Euronews Green that clients are becoming "more vocal" when it comes to the types of ingredients their hair products have.
At the same time, the salon is becoming increasingly aware of its own environmental footprint and implementing energy-saving changes – including a heat exchange system to reduce the need for constant water heating.
Euronews Green introduced the 'Mirror talkers' initiative to Collins, who says it could garner positive outcomes if the experience "feels natural and captures the client's attention without it feeling too virtuous".
She adds: "Ultimately, the relationship and trust that a stylist builds with the client is what will encourage a potential positive change in behaviour when we think about purchasing a specific brand.
"It could be a great education platform and prompt for the conversation, however."
