Slides

Brewing Behavior Change:
How Yerba Madre Made Sustainability Stick

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Published Jun 5, 2025 12pm EDT / 9am PDT / 5pm BST / 6pm CEST

Yerba Madre is using flavor, culture, and ritual to make sustainability feel accessible, enjoyable, and socially contagious through the brand. Jen breaks down how sustainable products alone don’t drive behavior change; rather, people adopt what they understand, enjoy, and identify with. Jen will share three strategies from Yerba Madre's innovation playbook that have helped move yerba mate and regenerative practices from niche to normalized.

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Jen Brush
SB Brands for Good 2025
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Sessions from Brands for Good '25 day 3 in this video: **Brewing Behavior Change: How Yerba Madre Made Sustainability Stick** Yerba Madre is using flavor, culture, and ritual to make sustainability feel accessible, enjoyable, and socially conta... View More