Making Green Salons the Norm (Not the Exception)
At Green Salon Collective, the majority of our member salons charge an optional £1 Green Fee to their clients, which covers all their recycling costs and actually gives them profit left over from recycling. Over 50% of clients would have to opt out for you to not cover your recycling costs.
That said, not every salon owner feels confident talking to clients about it—and that’s completely understandable.
So, let’s break down the facts. We’ve pulled together some top research showing that customers do care about sustainability when choosing where to spend their money—and they’re even willing to pay a little more for greener options. Like, say, a salon that recycles its foil, hair, or even disposable towels.
What Everyone’s Googling
Ever had a nosy on Google Trends? It lets you see what people are searching for around the world, over the last few days, months—even years. Pop in “sustainability” and you’ll see the interest has been on the up for years.
A recent Think with Google article summed it up perfectly:
“We’ve seen a sharp increase in sustainability-related searches in just the last year, especially ‘zero waste’, which has grown six times faster than ‘sustainability’ itself. People are more informed than ever and are expecting brands to help them change their habits.”
— Justine McCullagh
Even Google’s changing things up—making it easier for people to shop and travel more sustainably via its own platforms. Whether it's finding low-emission travel routes or energy-efficient appliances, they're clearly betting on a greener future.
Big Expectations, Especially From the Young
Globally, people—especially younger generations—are challenging businesses to up their game when it comes to sustainability. According to research from Unilever, a whopping 90% of Gen Z want brands to do more to fight climate change and improve the world (via British Beauty Council).
And they’re backing that up with their spending. Unilever found their purpose-driven brands are growing twice as fast as others. That’s millions of people putting their money where their values are.
People Will Pay More for Greener Choices
It’s not just talk—people are actually willing to spend more for sustainable products and services. Research from consultancy firm Simon-Kutcher shows that more than a third of people surveyed across 17 countries would pay up to 25% more for a sustainable alternative.
A YouGov poll echoed this, finding that twice as many consumers would pay extra for eco-friendly choices compared to those who wouldn’t. Younger people, in particular, were more likely to opt for the greener route.
Covid also played a part. A Hubbub survey found that 28% of people said the pandemic prompted them to take more climate action. Another study showed 1 in 7 people switched to more sustainable beauty or cosmetic products just months after the pandemic began.
Everyone Wants to Help—They Just Need a Starting Point
The climate crisis can feel overwhelming. A lot of people want to make a difference, but don’t always know how or where to start.
While some greener choices can cost more upfront, that’s not always the case. Take the Green Fee—it’s typically just £1. That tiny amount helps your salon deal with waste more responsibly. And for your clients, it’s a small but meaningful step towards a better future.
It can also be a great conversation starter. Rather than shying away from climate talk, this is a chance to tell a positive story: “Here’s what we’re doing—and here’s how you’re part of the solution.”
What We’ve Heard from Salons
We’ve had loads of feedback from our members. The vast majority say clients are more than happy to pay the Green Fee—many even appreciate the transparency and mission behind it. In some cases, it’s actually boosted customer loyalty.
On the flip side, some salon owners worry about introducing the fee. To them, we always suggest: ask your clients directly. And time and time again, those who do are pleasantly surprised by the response.
Tell Us What You Think!
We’d love to hear your experience with introducing the Green Fee. Drop us a line at research@greensaloncollective.com and share how it’s going.
Quick Stats You Should Know
📈 “Zero waste” searches are growing 6x faster than general sustainability searches.
— Think with Google
🧴 90% of Gen Z expect brands to help tackle the climate crisis.
— Unilever
🌱 Purpose-led brands at Unilever are growing 2x faster than their others.
— British Beauty Council
💷 1 in 3 people globally are willing to pay up to 25% more for greener options.
— Simon-Kutcher
🦠 28% of people say Covid motivated them to take more climate action.
— Hubbub
💄 1 in 7 switched to eco-friendlier beauty products during the pandemic.
— Hubbub