The sector is full of undervalued trusted sources for recommendations, with many professionals fostering decades-long relationships with customers.
Academics at the University of Bath’s Centre for Climate Change and Social Transformations (CAST), alongside colleagues at the universities of Cardiff, Oxford and Southampton believe hair salons are hubs for knowledge exchange.
Their research, first published in Humanities & Social Sciences Communications, suggests barbers and hairdressers are key environments where ideas are shared and allowed to take root. This includes sustainability habits, both in terms of choice of grooming products and more general behaviour tired to water and energy use, diet and choice of where to bank.
‘Hairdressers build trust over months and years,’ said CAST’s Dr Sam Hampton. ‘That kind of relationship 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.’
“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,’ added Denise Baden, Professor of Sustainable Business at the University of Southampton. ‘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.’
The findings come from in-depth interviews with 30 salon owners and directors about interactions with clients linked to climate and sustainability. This qualitative data was used in addition to feedback from a nationwide campaign which saw sustainable salons use ‘Mirror Talkers’ – ecological tips on mirrors designed to prompt conversations around the climate and environment.
Key takeaways include the high levels of trust members of the public have with their regular hairdressers, and the fact that this type of conversation was already happening naturally — often starting with relevant issues like toxins in shampoos or plastic bottles.
Measurable impact was also identified, with 73% of salon clients agreeing they would be likely to change grooming habits and routines after discussions prompted during the Mirror Talkers pilot. The research team are now calling for sustainability training to be included in hairdressing education and apprenticeships.
‘We believe beauty should never cost the earth – our salon is proudly vegan, eco-friendly, and stocked with ethical products,’ said Harriet Barber from B Hairdressing in Bath. ‘Clients come to us for more than great hair; they connect with our values and the conversations we have around sustainability, green living, and even growing your own veg – it’s more than a salon, it’s a like-minded community.’
Image: Lindsay Cash / Unsplash
More on Biodiversity & Climate Change:
UK-wide action days announced to oppose ‘dirty data centres’