Promoting sustainable practice by advising clients: a case study

Many businesses now have to account for their greenhouse gas emissions, but it is indirect (scope 3) emissions, resulting from how customers use their products, that form the vast bulk of GHG emissions, and are often unaccounted for. This paper presents a project that engaged hairdressers in advising clients how to reduce the environmental impacts of their haircare. The ‘Mirror Talkers’ study explored the effectiveness of eco-tips on mirrors as a way to spark conversations between stylists and clients on sustainable haircare practices. Some were phrased as a question, for example ‘have you ever tried leave-in conditioner’. Some were phrased as statements ‘running hot water is the most expensive and energy-intensive activity we do in our homes.’ Training resources were supplied, and 25 UK salons trialled them. Surveys and interviews with stylists afterwards revealed that most felt confident in the conversations, and believed they would have impact on client behaviour. Surveys with clients (N=59) supported this belief with 87% finding such conversations enjoyable and almost three quarters (73%) said they were very likely or likely to change their haircare routine after the conversation with their hairdresser. <br/>This case study illustrates that clients were happy to receive advice and that it can be effective. We propose that this project can serve as a role model for other sectors. For example, garages could advise on energy-efficient driving, how regular servicing and keeping tyre pressures up can reduce energy consumption and prolong the life of vehicles. Beauticians could emphasise the ageing effects of too much hot water on skin. Restaurants can show the carbon footprint of meal choices, gardeners/garden centres could promote nature-friendly gardening, fashion companies could advise on low-temperature washing techniques that save energy, money and preserve fabrics etc. <br/>