Hamburg is making climate history! It could have something to do with 5 cups a day and a hairdresser... In any case, the "Hamburg Future Decision" won the referendum on Sunday.

This means that we Hamburg residents will have to bring forward our climate target from 2045 to 2040 - as a legal obligation. 53.2% of voters were in favour - despite fears of restrictions in everyday life.

This election result may be down to Yusuf, a master hairdresser from Hamburg. We recently visited him in his Layers hair studio with our podcast equipment. And a little desperate. How can we communicate our ambitious Tchibo climate targets, we asked him, without our customers switching off straight away? But rather join in?

A hairdresser is known to have his ear close to the people, we thought. Our expert Kristina, Head of Environment & Circularity, has taken a beautiful holiday hairstyle with her on top!

"Wir legen sehr großen Wert darauf, wenn sie hier sitzen und die Haare schön gemacht kriegen, dass sie auch guten Kaffee serviert bekommen“ Yusuf

What begins as relaxed small talk in the parlour leads directly to the big question: How do we make climate protection so tangible that nobody switches off straight away? Kristina brings the discussion out of the world of numbers and into real life.

"These are very complicated figures and information that a normal person can't really do anything with." Kristina

Her key point: measuring and setting targets is not enough. The targets need to be explained in an understandable way and based on everyday examples and, above all, tangible measures are needed along the entire supply chain: from the origin of the coffee to production countries such as Bangladesh and, of course, ourselves.

From here, we move on to what Tchibo does in concrete terms: climate protection should not remain abstract, but should provide guidance in everyday life. For example, through clear disposal instructions on packaging and local projects, such as more efficient use of resources in coffee cultivation.

Tchibo relies on joint action to turn ideas into action: With the 1600-day mission towards 2030, we are inviting employees, customers and clients to take steps that will achieve great things together. The Salon shows how this can be achieved: In dialogue, with a clear tone and a good hairstyle.

Yusuf brings in a view from everyday life. Talking about climate change without letting the mood change works best with short, memorable messages and a dash of humour. Because even the best hairdresser names come up (keyword: "Hairberge").

In the end, the realisation remains that climate protection is not an elite issue or a programme of renunciation, but a joint project. Ideally with a good mood, an understandable announcement and a cup of coffee in hand.

Listen for yourself,

On YouTube and wherever there are podcasts.