Hairdressers identified as powerful everyday influencers capable of driving significant climate action through client conversations

New research from the University of Bath finds that hairdressers act as "everyday influencers" who can successfully drive climate action through salon chats.

By: AXL Media

Published: Mar 3, 2026, 4:41 AM EST

Source: The information in this article was sourced from University of Bath

Salons as centers for climate conversation

Research conducted by the University of Bath’s Centre for Climate Change and Social Transformations (CAST) has identified hairdressers as an under-recognised group of "everyday influencers." Due to the long-term trust built between stylists and their clients, salons have emerged as safe spaces where individuals are more open to discussing climate change and sustainability. Academics from the Universities of Oxford, Southampton, and Cardiff contributed to the study, which highlights how these professionals can weave environmental topics into standard appointment dialogue.

Impact of conversational tools in salons

The research team implemented an intervention across 25 sustainable salons using "Mirror Talkers," which are eco-tips placed on mirrors to stimulate discussion about sustainable haircare. The study revealed that approximately 73 percent of salon clients were likely to modify their haircare routines after these interactions. Specific behavioral changes reported by clients included reducing hot water temperatures, using less shampoo, and switching to eco-friendly products, demonstrating a measurable shift in household sustainability habits.

Haircare as a gateway to broader sustainability

Conversations in the salon frequently begin with immediate haircare concerns but often expand into broader environmental areas. Stylists reported discussing topics such as plastic reduction, dietary choices, energy consumption, and transport habits with their clients. Denise Baden, a professor at the University of Southampton, noted that simple messages about shampooing less frequently can lead to wider discussions on saving time, money, and energy while improving skin and hair condition.