It’s time to stop assuming your clients don’t care about sustainability—because the data proves otherwise.
At Sustain Beauty Co, we’ve hosted hundreds of conversations with stylists and surveyed thousands of clients across regions. One truth always shines through: salon guests want to support sustainable salons—but only if they know you’re doing it.
So how do you start talking about sustainability in a way that feels natural, not preachy?
Here are five stylist-tested ways to win green love today:
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LEAD WITH MARKETING
Don't put all the pressure on the conversation in the chair. Make sure you are promoting your good deeds on web, social, email and throughout the salon experience. This makes topics more approachable. -
SIMPLIFY
Mention THINGS, not topics, and keep it in two sentences. For example, "I'm really excited a new recycling program for the foils!" Or, "Next week we are getting a new HVAC to filter the air better." Or, "Did you know this plant helps keep the air pure?" -
DELEGATE
Make sure you are giving prompts and responsibilities to your team as well. The front desk has a great opportunity during confirmations and checkout, so make sure everyone plays their part in the storytelling. -
DON'T OVERPROMISE
Walk before you run when it comes to sustainability. No one expects you to go 'plastic-free' tomorrow, so be real and authentic about your intentions and goals. You'll get there, but no one does it overnight. -
START IN THE SAFE ZONE
Avoid climate debates. Stick to universally loved things: health, cleanliness, water savings, convenience.
This isn’t just about being green—it’s about being relevant in a values-driven marketplace. Start small and build up your reputation as someone that cares about the planet AND does amazing hair.
