Embedding Sustainability in the Hairdressing Curriculum - Sustainable Solutions for the Hair & Beauty Sector

Despite efforts to raise awareness of the challenges of sustainable development and environmental issues, individual behaviour has been slow to change. The proposed Knowledge Exchange study is based on the results of a previous study that explored the efficacy of an innovative bottom-up social marketing approach to encourage pro-environmental behaviour, using hairdressers as 'catalytic individuals' to diffuse knowledge relating to responsible chemical, energy and water use across their social networks. Social psychological research and research into behaviour change indicate that a key driver of behaviour is social norms. However even when people are aware of what they should do (injunctive norms) a stronger driver of behaviour is descriptive norms i.e. what everyone else is doing. Therefore, attempts to change behaviour need to take into account social norms. In our original study we targeted hairdressers on the basis that they talk to more people than almost any other occupation and therefore are in a strong position to affect norms relating to hair care.
Hairdressers use a lot of energy, water and chemicals, but our research last year indicated that, despite the increased concerns and public pronouncements on the importance of sustainability, little awareness has filtered into the hairdressing sector. This lack of attention to environmental issues by hairdressers then constitutes a social norm that is antagonistic to sustainability awareness, especially hair-washing, drying and colouring, which are activities that are carried out at home. In our original study we found that once their awareness had been raised, hairdressers were motivated to adapt their practices to reduce energy, water and product use and decrease waste. There was also a demonstrated increase in the awareness of environmentally friendly hair care practices among the customers of hairdressers that participated in our study. Thus our research indicated that raising awareness of more environmentally friendly hair care practices can not only reduce the environmental impact of the hairdressing sector as a whole, but also presents a powerful means of developing more pro-environmental social norms relating to use of energy, water and toxic chemicals for the general population.
As part of our original research, we ran a number of 'Green Salon Makeover' workshops for hairdressers. Key issues identified from these workshops included: the potential to make resource efficiency savings within the salon, ideas on products and practices that can enable salons to reduce their energy, water and product use, and how to engage, incorporate and promote sustainability aspects to clients and across the sector more generally. Although our original study demonstrated the efficacy of engaging hairdressers in pro-environmental behaviours, its impact was limited due to the relatively small sample size we were able to access. Thus to maximise impact and embed relevant environmental knowledge across the sector, the proposed knowledge exchange scheme aims to train the trainers. Specifically, to pass on the knowledge gained to trainers in UK hairdressing colleges, trainers for large salon chains and at industry events. This will involve working with organisations that develop and award hairdressing qualifications such as VTCT and City and Guilds.
Such knowledge exchange activities will benefit VTCT and City and Guilds by helping them to adapt their current hairdressing courses and awards to include environmental aspects. Salons who have been trained to consider environmental aspects can gain cost benefits from reduced resource use, and health benefits from reduced use of toxic chemicals. Similarly, clients exposed to more efficient hair care practices (e.g. washing just once, using less shampoo/dry shampoo, drying less, more easy care hairstyles etc.) make energy and cost savings. The corresponding reductions in energy use also helps the government meets its emissions targets.

Direct beneficiaries will include trainers, colleges, salon chains and hairdressers. The knowledge exchange activities will provide the knowledge and skills required by this sector to incorporate sustainability issues into their teaching, training and work practices.

As one training college can affect thousands of hairdressers, and one hairdresser can affect thousands of customers, such knowledge exchange activities ensure cascading of knowledge and information on environmental issues to apprentices and future salon owners, and onto their clients leading to behaviour change within this sector (and in domestic practices) towards a low carbon economy. Statistics provided by HABIA (2011/12) provide an indication of the size of the targeted audience for the GSM project: the hair and beauty industry represents 5% of UK GDP, with approximately 55,000 salons and 420 million client visits per annum.

-Hairdressing salons will benefit as follows:
-Cost savings due to reduced electricity usage, water consumption, and hair products.
-Health benefits from switching to greener products, for example salons that switched to organic products in our original study reported immediate cessation of problems such as dermatitis.
-Access to eco-friendly innovations (e.g.biodegradable towels, thermal caps that replace the need for blow drying, organic products, water-flow restrictors, efficient shower heads).
-Learning new skills, such as speed blow-drying that minimise energy use, and sharing expertise related to easy care hairstyles that minimise need for product use and blow-drying/hair straightening.
-Increased publicity and clientele confidence for businesses with green credentials. The hairdressers in our original study welcomed the opportunity to gain environmental certification, not just to publicise their commitment in this area, but also as a means to raise the status of the profession as a whole. Being seen as a professional adds to the perceived value of the service hairdressers provide with corresponding business benefits.

The project partners, VTCT, City and Guilds and My HairDressers.com (MHD) will benefit as follows:
VTCT and City and Guilds perceive a growing market need for qualifications and continuous professional development relating to environmental issues within the sector and thus perceive benefits to partnering with the University to build upon the knowledge outcomes of our original study. MHD perceive marketing benefits and benefits to brand reputation from being involved with a government funded University led project. This proposal also benefits the key industry bodies, (HABIA, The Hairdressing Council and NHF) in their efforts to raise the legitimacy of the hairdressing sector by establishing more responsible standards of practice.

General public: Our research showed that informing hairdressers about pro-environmental behaviours affects the advice they pass onto their clients and their clients' subsequent behaviours. Thus there is potential for this project to develop norms of hair care that are much less resource intensive. Hair products and heat are generally bad for the hair, energy bills and the environment, so developing hair-care practices that use less product, less energy and less water benefits clients hair condition, clients' energy bills and the environment.
Government: This research also helps the Government meet carbon-reduction targets by enabling the hairdressing sector to reduce their environmental impact and perpetuating more pro-environmental norms to the general population. For example, the energy costs of hairdryers are typically 10-20 times that of appliances such as televisions and computers, and water heaters are typically 50 times more than such appliances. Therefore the reductions in energy use achievable from encouraging less frequent hair-washing, one rather than two shampoos, less hair drying/straightening and alternatives such as dry shampoo are enormous.