What if all of the UK’s 48,000 hairdressing salons and barbershops started sharing water and energy-saving advice with their clients, alongside a clipper cut or a wash and blow dry? Previous studies have demonstrated that hairdressers can shape customers’ environmental behavior with guidance they can trust, and that relates to their everyday lives. And it’s not just hairdressers. Cafes and restaurants are also addressing food-related emissions with carbon labeling schemes and more sustainable menu choices. Recruiting smaller businesses to support the drive for net zero makes a lot of sense. More than half of the UK’s business emissions are estimated to come from its 6 million small and medium-sized enterprises. As the authors of a recent OECD report argue, there’s “no net zero without SMEs”. But the decarbonization of smaller firms has only recently attracted serious attention from policymakers through initiatives such as the UK Business Climate Hub.