MAN—the business of men’s grooming—is for barbers, hair stylists, skincare specialists, barber supply store owners and other beauty industry professionals that provide men’s grooming services or retail men’s grooming products.
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S P R I N G 2 0 1 7 I M A N I 27 or boycotting a business based on its level of social responsibility. Consider the win-win benefi ts when companies donate a portion of product or service sales to a worthwhile cause, as they often do to support breast cancer awareness in the month of October, for example. Environmental issues pertain to everyone and, happily, global consumers are beginning to manifest a sense of personal responsibility regarding how their dollars are spent. Websites and apps that detail which businesses are earth-friendly—and which aren't—abound, and it's easy for consumers to check a list on their phone before opening their wallet. The above-cited CSR survey indicates that these consumers are feeling the power, with 72 percent of participants expressing a belief that their purchases "make a moderate-to-signifi cant positive impact on social or environmental issues." Furthermore, product purchasing decisions are only the tip of the iceberg. Consumers want to know about a business's practices, its priorities and its culture. Ask yourself: • How does your salon or barbershop handle waste? • What is your recycling protocol? • What do you do to conserve water? • Do you work with vendors who care about these things? "Salon guests concerned about sustainability are attracted to businesses that are doing their part to care for the world," says Rapaport. "For instance, salons can demonstrate their 'green cred' through things like equipping their shampoo stations with fi xtures that use less water while still providing guests with the experience they expect." You may have already made some eco-friendly choices for your business, such as the use of energy-saving lightbulbs and appliances, sustainable materials for your shop's interior or even solar panels. If so, make sure your clients hear about it! (Tell them in person or via the web—save a tree!) NEUMA encourages its partner salons to share the fact that the haircare company works hard to lower its carbon footprint. "Our bottles start from 100 percent recycled food-grade plastic, we have an endorsement from PETA and we purchase wind power electrical offsets from the desert," Orrell states. "We've worked really hard at being a true example of what a green brand should be today." Been around too long to change, you say? Consider Mike's Barber Shop (morrobaybarbershop.com), tucked into the coastal town of Morro Bay, California. Founded in 1941, Mike's seems just like any other authentic barbershop, from its vintage chairs to its repertoire of fohawks, fl at tops and everything in between. However, since the shop was sold in 2012, it has undergone a green makeover, complete with solar power, low-fl ow faucets and recycling practices. Even the hair is composted instead of thrown away. Dieci Uomo Salon for Men (dieciuomo.com) in Livingston, New Jersey, has gone even further, constructing a facility that is LEED Certifi ed, from the building's soy-based spray foam insulation to its countertops made of recycled glass and steel. Visitors to the salon's website are invited to download a PDF of its Environmental Commitment Brochure outlining the details. If you're not ready to shop for solar panels, consider centering some of your charitable activities around environmental causes—and invite your clients to participate. "Companies are still relying on traditional forms of consumer engagement primarily tied to the product shelf, yet those consumers are looking for more diverse ways to get involved," says Cone EVP Alison DaSilva. "[Businesses] can serve as a catalyst for sparking donations, volunteerism and advocacy." Aveda is famous for organizing its brand salons around the company's clean water campaign via cut-a-thons and fashion events, but you can fi nd a local or national organization with which to partner and do the same. Or simply choose a green organization you like, such as Sierra Club, The Nature Conservancy or National Wildlife Federation and host a fundraiser. Use the event to share information about the cause and encourage guests to learn more.