Have we been overlooking some of the most influential voices in our communities? In this episode, we explore how everyday interactions, beyond the usual expert networks, can highlight new pathways for change, and why this matters for enablers of change.
When we think about influence, it’s easy to default to the usual suspects. People such as industry leaders, progressive farmers, researchers, or well-known advocates. These voices are important, but they’re only part of the picture. Recent research highlights something many of us know, and that is that people are influenced every day in ordinary, trusted spaces.
The just published 2026 study Public engagement and climate change: exploring the role of hairdressers as everyday influencers looks at hairdressers and their role as influencers. This might seem quite removed from agricultural advisory work. But let’s take a closer look! Hairdressers build long-term relationships grounded in trust. Conversations are informal, repeated, and often personal. Over time, this creates an environment where new ideas can be introduced and explored. The research shows that these interactions can shape behaviours—from water use to purchasing decisions—often without the feel of formal advice.
For those of us working as enablers of change, this prompts a shift in how we think about engagement. Influence doesn’t just sit with experts. It sits with trusted people. So what does this mean in practice? First, we need to broaden who we see as part of the advisory system. In agriculture, we often map stakeholders based on formal roles, such as agronomists, consultants, researchers, and leading producers. But farmers are also shaped by conversations with neighbours, family members, local business owners, contractors, and community figures.
These are the people who show up consistently, who are trusted, and who help make sense of new ideas in everyday language. Think about a local machinery dealer who chats with farmers every week. Or a rural accountant who discusses long-term planning decisions. Or even the owner of a food truck where producers gather after a sale. These individuals may not see themselves as influencers of agricultural practice, but they may be.
Secondly, the research reminds us that *how* conversations happen matters just as much as *who* is having them. In the hairdresser study, discussions worked best when they were informal, non-judgemental, and personally relevant. Clients responded positively when they didn’t feel lectured, and when benefits, like saving money or improving day-to-day life, were clear.
This is a great reminder for us as enablers of change. Technical accuracy alone isn’t enough to drive change. If conversations feel like we’re imposing our views, are complex, or disconnected from everyday concerns, they’re less likely to stick. But when ideas are shared in conversation by someone trusted they’re far more likely to take hold.
Thirdly, what this means in practice is that small prompts can make a big difference, but only when there’s follow-up or support. In the study, simple cues like stickers on the hairdresser’s mirror helped spark conversations, but they weren’t enough on their own. Confidence, training, and repetition were key to turning those initial discussions into lasting behaviour change.
We see the same in agriculture. A field day, a fact sheet, or a demonstration can plant an idea but without follow-up that idea never makes it to implementation. The opportunity here is to engage with and equip a broader network of people with the confidence and tools to keep those conversations going.
So how might we start doing this as enablers of change? One practical step is to identify the everyday influencers already present in the communities we work with. Who do farmers talk to regularly? Who do they trust? Who shapes their thinking, even indirectly? Mapping these informal networks can reveal opportunities. Then, how do we bring these individuals into our work? This might involve sharing simple, practical messages they can pass on, or inviting them to be part of local initiatives in ways that feel like it’s a natural addition to what they already do.
We can also rethink how we design engagement activities. Instead of focusing solely on formal events, we might consider where discussions are already taking place. How can we support those spaces? Sometimes, the most effective intervention isn’t creating something new, it’s strengthening an existing space.
Finally, we should recognise that influence is cumulative. In the study, one owner described conversations as “a small seed planted in the client’s head”. This is a useful way to think about our own work. Not every interaction needs to lead to immediate change. Sometimes, our role, and the role of everyday influencers, is simply to start the conversation. Over time, those conversations add up.
By expanding our view of who influences whom, and by supporting more people to be part of the change process, we can create more resilient programs that draw on many voices and conversations. Maybe we’ve been overlooking some of the most influential voices, but this is a chance to reflect on this and add a new tool into the enablers of change toolkit.
We’ve shared our thoughts, now it’s your turn! Drop a comment below the blog post with your experiences, tips, and ideas on working with everyday influencers in agricultural extension. We’d love this to be a conversation—we appreciate your insights!
And in case you’re wondering, Denise says she followed her hairdresser when she moved suburbs and started her own business because she trusts her. And she’s asked her for recommendations on tradies! And John had a great relationship with his hairdresser (when he had hair!) and even to this day keep up with her online! So this is useful thinking! Thanks for reading this Enablers of Change episode! Don’t forget to subscribe to our newsletter to catch future episodes, and share this post with friends who might enjoy the discussion.
And back when I had hair, Until next time, all the best!
Resources
Latter, B., Hampton, S., Baden, D., & Hodgson, S. (2026). Public engagement and climate change: exploring the role of hairdressers as everyday influencers. Humanities and Social Sciences Communications 13, 415. Available online.
The hairdresser case is an interesting example. I don’t go to my barber to have a conversation (yes maybe some do), I go to get a haircut. But the conversation flows anyway. Sometimes the best conversation are those that weren’t intended. With our producer groups, the coordinator says we are looking at this farming topic or that topic. They don’t say we are having conversations. But the conversations flow between trusted members of the group which is what we want.
Yes, and with my lack of hair Darren, I can’t even remember when I last went to a hairdresser! But I do remember having some really good conversations with them back in the day. They knew how to make time pass quickly and took an interest in my life.
I’m not saying hairdressers are the people we should try to engage in our work, but that article helped me think about who else we might include!