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Article History

Received: 30 January 2025

Accepted: 13 February 2026

First Online: 26 February 2026

Competing interests

: The authors declare no competing interests.

: The research was undertaken in accordance with the Association of American Geographers’ Statement on Professional Ethics. The GoZero project was approved by the ethics committee at the University of Oxford (SOGE_C1A_2021_242) on 31/05/2024 to collect UK-wide data focusing on the influence that SMEs have regarding sustainability and climate change, and by the University of Bath (Ref 21-230: ACCESS) on 24/09/2021 to conduct interviews and focus groups with UK householders and organisational members. The Mirror Talkers project was approved by the ethics and research governance committee at the University of Southampton in 01/08/2019 (51916), to explore the effectiveness of an intervention in hair salons to spark conversations between hairdressers and clients.

: For GoZero, participants (hair salon owners/directors) provided written consent between June and July 2024 to a member of the research team. Consent covered information about their participation, how the data will be used including for publication, contact information and recording. For Mirror Talkers, participants (hair salon owners, hairdressers and clients) provided written consent in between March and September 2022 to a member of the research team. Participants provided informed consent prior to recording, covering the use of audio recordings and transcripts for analysis and publication, as well as information on data use, rights, and contact details.