Public engagement and climate change: exploring the role of hairdressers as everyday influencers

Abstract

Public engagement has a key role in the social transformations needed to address climate change, one form of which is climate conversations. This research focuses on a widespread and conversational space - hair salons. It engaged with sustainable salons across the United Kingdom and Republic of Ireland to explore these conversations in two studies. Thirty salon owners/directors were interviewed about hairdressers’ engagement with clients about climate change and sustainability (GoZero), and an intervention was conducted with 25 salons using eco-tips on mirrors to prompt sustainable hair care 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. Climate and sustainability conversations are happening in sustainable salons and impacting clients’ mindset and behaviour, with the intervention viewed positively. This paper argues that hairdressers are a prime example of ‘everyday influencers’ on climate change, but their potential has not been fully realised.