Briony Latter

Screenshot of news article on ECI Oxford website

And a nice news article from @ecioxford.bsky.social @ox.ac.uk about our new hairdressers & climate research, which was part of the wider GoZero project which @samhampton.bsky.social led in the ECI.

Hairdressers: the unexpected everyday influencers on climate change

www.eci.ox.ac.uk/news/hairdre...

✦✦ So true — conversations with our hairdressers matter. New paper from @brionylatter.bsky.social & @samhampton.bsky.social shows how everyday interactions shape climate thinking ✂️🌍

➡️ Link in comments ✦✦

This sounds super interesting! Do you have a link? Would love to see anything if it's publicly available. Here's my email address: profiles.cardiff.ac.uk/staff/latterbi

Thank you!

Thanks for sharing and yes they absolutely have adept conversation skills!

This all looks soooo cool! My mum was a hairdresser, and a pal is a barber, we've often talked about how they're just unbelievable sources of social information!

Thank you!

Climate change interventions that involve social aspects are often more effective, than interventions that use information only.
Loving this idea about 'everyday influencers' in climate and sustainability.

Thank you!

Thanks, Charlie!

People expect 'greens' to be talking about climate - 'of course they'd say that, they're an environmentalist'

But when people who aren't the usual suspects talk about it, it turns it from a niche concern to a mainstream concern

'Everyday influencers' are vital for reaching social tipping points

Thank you!

Thank you, Tom! Absolutely and great to know it aligns with the conversations you've had too.

Really proud of this project and one of my favourites so I feel very happy to see it published!

Impossible to squeeze everything into a thread on here so please check out both publications for more info.

➡️ JOURNAL ARTICLE: doi.org/10.1057/s415...

➡️ REPORT: cast.ac.uk/wp-content/u...

Front cover of non-academic report titled Hairdressers as ‘everyday influencers’ on climate change and sustainability. Text in black and pink with author box in yellow, and line drawing of hairdresser cutting hair

AND I'm excited to say we have a *second* publication from me & @samhampton.bsky.social as an accessible version of our research findings.

Hairdressers as ‘everyday influencers’ on climate change and sustainability

cast.ac.uk/wp-content/u...

@cast-centre.bsky.social @ecioxford.bsky.social

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Overall, we argue that:

- Hairdressers have a strong understanding of public engagement

- Climate/sustainability conversations are happening in sustainable salons & impacting clients

- Hairdressers = prime example of ‘everyday influencers’ on climate change, but potential not fully realised

11/

Looking at the likelihood of clients’ changing their haircare routine to be more sustainable:

- 73% of clients were likely/v likely to change their haircare routine

- Most hairdressers (68%) & owners (57%) felt the conversations would be positive - “a small seed planted in the client’s head”

10/

Onto the Mirror Talkers findings @dabaden.bsky.social & Stephanie Hodgson

- Mixed responses about effectiveness of the stickers – some clients “very interested” but there were also “negative Nellys”

- 51% hairdressers felt confident in conversations

- 87% clients found conversations enjoyable

9/

4) Influencing client behaviour/mindset

- Most say they're using, or could use, their influence with clients for climate/sustainability engagement. But many said this influence is not being used to its full potential

- They've influenced clients' practices (mainly, but not only, hair-related)

8/

3) Physical items prompt conversations

Most spoke about how physical items in their salon prompt engagement with climate change or sustainability e.g.

Stickers
Posters
Brand-provided materials
Unconventional towels/gowns
Recycling bins

Also non-hair items e.g. sustainable toilet roll, plants

7/

2) Client conversations & ‘reading’ clients

- Developed through years of experience, hairdressers 'read' clients and tailor engagement

- Sustainability conversations can relate to salon actions but not always. Extreme weather/news can be prompts

- Differences in client engagement e.g. age

6/

1) Social fabric of salons

- Appointments can be long and client relationships are maintained for years - “You know their life”

- Trust is key & salons are social spaces - safe, intimate (physically & emotionally) with hairdressers seen as a "confidante" - “Our job is to gain trust, isn't it?”

5/

First up, our main findings from the GoZero project @ecioxford.bsky.social from me and @samhampton.bsky.social, where we interviewed sustainable hair salon owners/directors across the UK.

We found 4 key themes relating to clients...

4/

For this paper, we teamed up w/ @dabaden.bsky.social & Stephanie Hodgson @unisouthampton.bsky.social

Their project, Mirror Talkers, was an intervention to test if tips about sustainable haircare on mirrors could prompt conversations about these practices and reduce the impact of hair routines.

3/

Me and @samhampton.bsky.social led a project at @ecioxford.bsky.social @ox.ac.uk‬, interviewing sustainable hair salon owners/directors across the UK to explore if & how they engage with clients about climate change and sustainability.

(Part of a wider project about SME decarbonisation: GoZero)

2/

Front cover of journal article

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

⭐New paper!⭐ Two research projects exploring the influence that hairdressers—as widespread professionals in conversational spaces—have w/ clients about climate & sustainability.

doi.org/10.1057/s415...

Front cover of Healthy Ageing in a Changing Climate report

This came out a few years ago but if you're interested in our main report from the project, you can read it here:

'Healthy Ageing in a Changing Climate: Creating Inclusive, Age-Friendly, and Climate Resilient Cities and Communities in the UK'
researchportal.hw.ac.uk/en/publicati...

6 Global environments of ageing: towards co-designing climate resilient environments and communities for ageing well 6 Global environments of ageing: towards co-designing climate resilient environments and communities for ageing well was published in Healthy Ageing on page 79.

Great to see this book chapter out from our Healthy Ageing in a Changing Climate project @heriotwattuni.bsky.social @sei.org with Ryan Woolrych & Gary Haq, in collab with @merrynthomas.bsky.social & team about the methods used in our two @ukri.org projects.

www.degruyterbrill.com/document/doi...

A graphic with the Centre for Climate Change and Social Transformations logo at the top left. Large text reads ‘We are hiring!’. Below, text states: ‘Position: Research Fellow. Institution: University of Bath. Deadline: Monday, March 16th.’ A blue button at the bottom left says ‘Apply now’. The CAST logomark, a multicoloured circular line of patterns appear on the right side.

CAST job opportunity: Join us as a Research Fellow at our centre hub, the University of Bath, leading a programme of quantitative behavioural research to advance understanding of climate-relevant behaviour change & life choices. 📣

Deadline: 16 March 2026

Apply now 👇
www.bath.ac.uk/jobs/Vacancy...

⭐ NEW 'future visioning' research on sport & climate change ⭐

@pledgeball.bsky.social @cast-centre.bsky.social

Key messages below from athletes & those working w/ athletes about:

❌ Barriers to action
🏔️ Imagining the future of sports
🚴‍♀️ Imagining the future of athletes
❓ Enabling a positive future