Hairdressers may seem unlikely climate advocates, but new research from Dr Sam Hampton and Dr Briony Latter shows that these everyday professionals can play a surprisingly influential role in shaping conversations about climate change and sustainability. Their paper, Public engagement and climate change: exploring the role of hairdressers as everyday influencers, is now published in Humanities and Social Sciences Communications and draws on interviews and interventions with sustainable salons across the UK.
The study finds that hairdressers are uniquely positioned to engage clients in meaningful discussions, using trust, rapport, and everyday interactions to spark reflection and, in many cases, behaviour change.
Dr Hampton, Senior Researcher at the Environmental Change Institute (ECI), said:
When thinking about climate change champions, hairdressers might not immediately come to mind. But many are committed to sustainable practices, and – being famous for their conversational skills - are uniquely placed to reach a wide range of people”.
Dr Briony Latter, Research Associate at the Centre for Climate Change and Social Transformations (CAST), Cardiff University, said:
This research shows just how much potential there is in everyday conversations. Hairdressers are trusted figures who can influence how people think and act on sustainability — and it’s exciting to finally see this research out in the world.”
Thirty salon owners and directors were interviewed about hairdressers’ engagement with clients around climate and sustainability (GoZero), and an intervention was conducted with 25 salons using eco-tips on mirrors to prompt sustainable haircare conversations (Mirror Talkers). The results show that hairdressers already have a strong understanding of public engagement, are able to ‘read’ clients and maintain trusting relationships, and are influencing clients’ mindset and behaviour. The Mirror Talkers intervention was viewed positively, with many clients reporting they were likely to change their haircare routines following the conversation.
Hairdressing is a widespread industry, with over 61,000 hair and beauty businesses in the UK alone, contributing £5.1 billion to the economy and employing over 200,000 people. Across the EU, there are 1.7 million hairdressers and beauticians. Beyond work, salons are trusted community spaces where relationships, social connections, and identity are negotiated — making them ideal environments for everyday climate engagement. Hampton and Latter’s research argues that hairdressers are a prime example of “everyday influencers” whose untapped potential could reach millions.
The research is already inspiring creative responses beyond academia. In Germany, artist Martina Geiger-Gerlach’s installation Arbeit am Kopf (“Work on the Head”) reimagines a hair salon as a space for dialogue and environmental reflection. Visitors sit among donated salon furniture, browse political and philosophical magazines, and encounter the research study at the heart of the experience. Part playful, part provocative, the installation brings the researchers’ findings about informal conversations to life.
Explore the research in full:
Read the paper in Humanities and Social Sciences Communications: Public engagement and climate change: exploring the role of hairdressers as everyday influencers
Read the non-academic report: Hairdressers as ‘everyday influencers’ on climate change and sustainability