Hairdressers across the United Kingdom are emerging as influential yet often overlooked voices in the effort to address climate change. New research conducted by academics from the University of Bath’s Centre for Climate Change and Social Transformations (CAST), alongside researchers from Cardiff, Oxford, and Southampton universities, highlights how everyday interactions inside hair salons can play a meaningful role in shaping public attitudes toward sustainability. The study suggests that hairdressers occupy a unique position within communities because of the personal relationships they build with clients over long periods of time. These trusted relationships create opportunities for conversations that go beyond haircare, allowing discussions about climate issues and sustainable living to arise during routine appointments naturally.

The research, published in Humanities & Social Sciences Communications, describes salons as social environments where trust, comfort, and conversation intersect. Clients often spend extended periods in the chair, chatting with stylists about daily life, personal experiences, and broader social issues. This relaxed atmosphere provides an ideal setting for introducing ideas related to climate awareness and environmentally responsible habits. According to the researchers, such informal discussions can make sustainability feel less abstract and more relevant to everyday life. Rather than being approached as a distant global problem, climate action can become part of ordinary conversation within spaces that people already feel comfortable visiting.

One of the study’s key findings is that hairdressers already influence many aspects of their clients’ routines and decision-making. Because they regularly interact with the same individuals over months or even years, stylists often develop relationships built on familiarity and trust. Researchers found that these conversations frequently begin with topics related to haircare products or salon practices. Still, they often expand to broader subjects such as reducing plastic waste, reconsidering food choices, conserving energy at home, and exploring more sustainable lifestyles. Dr Sam Hampton from CAST noted that these long-term relationships make salons particularly effective places for introducing climate-related ideas, since clients feel relaxed and open to discussing new perspectives.

To better understand how these conversations work in practice, the research team carried out detailed interviews with 30 salon owners and directors across the country. They also conducted a nationwide intervention involving 25 environmentally focused salons. In these salons, researchers introduced small prompts known as “Mirror Talkers” – messages placed on mirrors that offered simple eco-friendly tips related to haircare. The prompts were designed to spark conversations between stylists and clients about sustainability, encouraging discussions about habits such as water use, product choices, and energy consumption. By integrating these prompts into the natural environment of the salon, the study aimed to see whether small conversational nudges could influence behaviour.

The results suggested that the approach was surprisingly effective. Nearly three-quarters of salon clients reported that they were likely to change aspects of their haircare routine after encountering the Mirror Talkers and discussing them with their stylist. Some participants said they planned to use less shampoo, reduce the temperature of the water they used for washing their hair, or switch to more environmentally responsible products. Professor Denise Baden from the University of Southampton explained that many people assume sustainability is primarily about recyclable packaging. Yet, the environmental impact of shampoo largely comes from the hot water used during washing. Simple suggestions such as shampooing less frequently or lowering water temperature reduce energy use while also benefiting hair and skin health.

Researchers describe hairdressers as “everyday influencers” – individuals who may not have large public platforms but who hold genuine influence through consistent, trusted interactions. Unlike celebrities or social media personalities, these professionals engage directly with people in their communities and often form relationships that span decades. With more than 61,000 hair and beauty businesses operating across the UK and contributing billions to the economy, the researchers argue that salons represent valuable spaces for climate engagement. They recommend introducing sustainability training into hairdressing education, expanding tools such as Mirror Talkers nationwide, and recognising salons as community hubs where conversations about climate action can grow naturally through everyday human connection.

More information: Briony Latter et al, Public engagement and climate change: exploring the role of hairdressers as everyday influencers, Humanities and Social Sciences Communications. DOI: 10.1057/s41599-026-06781-4

Journal information: Humanities and Social Sciences Communications Provided by University of Bath