<img class="gwt-Image" src="/photo/50137693.cms" />For YPO member Subra Eassuwaren, CEO of tea and spice export company Eswaran Brothers Exports (Pvt) Ltd, humble beginnings are not just myth; they are part of his legacy.<br />
 <br />
The company was founded in 1943 by Eassuwaren’s grandfather, VTV Deivanayagam Pillai. Born in 1919 in South India, VTV was orphaned at the age of 12, moved to (then) colonial Ceylon, began working as a shop boy and through hard work and a dedication to spirituality, became the leader of one of the most respected trading houses in Sri Lanka. This family lineage of dedication to work and higher self is at the center of what makes the company successful today.<br />
 <br />
“In 2007 when we were trying to map out the core values and principles of our company, we talked about how my grandfather practiced corporate social responsibility. At the time, it wasn’t going into annual reports – looking after people around you was just what you did,” says Eassuwaren, who joined the YPO Colombo Chapter in the South Asia Region in 2013.<br />
 <br />
“We decided to make this one of our key selling points and build on the idea of responsibility which led to us to becoming the most sustainable tea company in the world.”<br />
 <br />
Most tea plantations are monocultures, the cultivation or growth of a single crop or organism. Monocultures can take a toll on the earth, upsetting the local ecological balance by eradicating the natural plants and animals, which feed each other the chemicals and minerals required to thrive. Eliminating this natural cycle from an ecosystem requires artificial fertilizers, used to boost crop yields at a great expense to local biodiversity.<br />
 <br />
In direct opposition to this are Eswaran’s plantations, with their commitment to protecting the environment for generations to come through a dedication to ecological design, engineering and integrated water resources management.<br />
 <br />
In order to achieve this, the company set themselves targets to ensure they were improving their indicator species; the more types of plants flourishing, the better likelihood of attracting a variety of butterflies. If frogs are alive and well in the soil, it means the water is relatively clean, and the more dragonflies in the ecosystem, the better it is doing.<br />
 <br />
<img class="gwt-Image" src="/photo/50137706.cms" /><br />
<br />
Eswaran’s recent efforts to “water footprint” their tea products led them to focus sustainability endeavors not just on operational water usage, but water usage throughout the supply chain. Eswaran Brothers studied their grey water – the volume of water required to dilute pollution, green water – the amount of water incorporated into the product, and blue water – surface water or water taken from ground in order to mitigate environmental impact.<br />
 <br /> Eswaran Brothers achieved a major milestone in December 2010, when they became one of the first tea companies globally, and the first company in Sri Lanka, to achieve CarbonNeutral certification for their product, <keyword id="3168322" type="UNKNOWN" weightage="20" keywordseo="tea-so-tea">Tea so Tea</keyword>. A Fair Trade, <keyword id="3168323" type="UNKNOWN" weightage="20" keywordseo="carbon-positive-tea">carbon positive tea</keyword>, made as sustainable as possible by using only biodegradable materials and inks, offsets your personal footprint with every pack you buy.<br />
 <br />
“We call it ‘cradle to grave,’” says Eassuwaren. “The tea leaf is plucked, we make it, package it, ship it and place it on a shelf where somebody buys it, makes the tea then throws it away where it decomposes and creates carbon dioxide.”<br />
 <br />
Eswaran Brothers have partnered with the Conservation Carbon Company and Rainforests Rescue International to institute the Hiniduma Conservation Carbon Programme, which will grow endemic forest trees to protect against fragmentation, eventually reversing the process of centuries of deforestation.<br />
 <br />
“We studied a handful of farmers’ lands and then gave them trees to plant, both cash crops and forest trees. In order to qualify for the program the farmers had to come to training with us where they learned the benefits of organic farming, and the importance of biodiversity.”<br />
 <br />
Eswaran Brothers’ dedication to impact the environment has led to the creation of a product that, itself, speaks the language of positivity.<br />
 <br />
“Tea is a plant that only benefits the people and the environment around it,” says Eassuwaren.<br />
<br />
<img class="gwt-Image" src="/photo/50137730.cms" /><br />
 <br />
The seven principles Eswaran Brothers base their business on, read simply enough:<br />
 <br />
Determination<br />
Hard Work<br />
Honesty<br />
Courage<br />
Love<br />
Patience<br />
Spirituality<br />
 <br />
One would be hard-pressed to find many businesses that not only adhere to these doctrines, but create a product that steeps their customers in them as well.<br />
 <br />
Winner of the Junior Chamber International 10 outstanding young Sri Lankans of 2011 award for the environment, the Eswaran Brothers were the recipients of the 2012 Responsible Business category of the Social Pioneer awards organized by the United Nations, Global Compact and were highly commended in the prestigious United Kingdom Energy and Environment Awards.<br />
 <br />
“There’s a long way to go and we are bumping and learning along the path,” says Eassuwaren. “But the idea is to create something that only does good.”<br />
 <br />
(The author of this article is Deborah Stoll from Young Presidents’ Organization (YPO). This article first appeared in Impact Insights, the newsletter of YPO’s Social Engagement Network that connects more than 4,500 like-minded members around philanthropic issues.)<br />


Beyond Organic: The Business of Fair Trade, Carbon Negative Teas

<ul class="summary-list"><li>A Gen Xer moved from California to a small city in Kentucky in 2021.</li><li>She said it was one of the best decisions she ever made, citing lower living costs.</li></ul><p>A. Duvall, 47, was struggling to make ends meet in San Diego County.</p><p>She became disabled in 2016 and was receiving $1,400 a month in Social Security Disability Insurance. She was living with her boyfriend at the time, who was assisting her with daily expenses. Her living costs were still too high, and given she was unable to return to her job working in medical records for hospitals, she decided it was time to move elsewhere.</p><p>Duvall moved in 2021 from San Marcos,<strong> </strong>her city of 100,000 in California, to Paducah, Kentucky, a small city with around 26,000 residents. She asked to use just the first letter of her first name to protect her privacy.</p><p>It was one of the best decisions she had ever made, Duvall said. Everyone in her community is very friendly, costs are much lower, and she said she's been able to get better medical care in Kentucky than in California.</p><p>"I have no plans on ever <a target="_blank" href="https://www.businessinsider.com/california-texas-moving-arizona-florida-expensive-housing-costs-washington-nevada-2023-10"><u>going back to California</u></a>," Duvall said. "I probably should have been born here instead of California."</p><p>Around <a target="_blank" href="https://www.businessinsider.com/moving-to-texas-california-florida-new-york-housing-expensive-2023-10"><u>818,000 former Californians left</u></a> for other states between 2021 and 2022, compared to just 475,800 moving in, according to US Census migration data released in October. Of that total, just under 6,000 moved from California to Kentucky, compared to over 22,500 in neighboring Tennessee.</p><p>Many former Californians, including Duvall, cited the state's <a target="_blank" href="https://www.businessinsider.com/moving-from-california-to-north-carolina-for-retirement-pros-cons-2023-10"><u>high cost of living</u></a> and crowded infrastructure as reasons for making the move east. Still, some residents living in states like Tennessee and Kentucky previously told Insider the influx of wealthier residents has contributed to rising prices.</p><h2><strong>From the San Diego area to small-city Kentucky</strong></h2><p>Duvall said it took her two years to start getting SSDI. Her boyfriend with whom she was living agreed to work longer hours to support her, and while she said they "didn't suffer," they were just about breaking even at the end of each month.</p><p>Once she was able to catch up on some bills, Duvall ultimately made the choice to move away from her boyfriend, though she found she couldn't afford her area of California on her SSDI benefits alongside her other costs. Insurance costs were rising, and she said there would often be power outages because of wildfires.</p><p>Her parents retired in Kentucky in 2020, where they have a larger house with a smaller mortgage. With no other family still in California, she decided to follow suit, moving in six miles away in Paducah.</p><p>She saved up for a few months prior, then found a home for just $60,000 that she can pay off in 15 years. She has about an acre of space, meaning she rarely hears her neighbors.</p><p>The average home price in San Marcos is over $921,000, according to Zillow estimates. By comparison, Paducah is $165,000.</p><p>"You can't get anything in California and think you'll pay it off in 15 years unless you put 90% down," she said. "There's bigger yards here, you're not basically shaking your neighbor's hand through the bathroom window."</p><h2>Weighing the pros and cons</h2><p>Though groceries she said are only slightly cheaper, gas is nearly half what she was paying in California, and her utilities bill is way down. This summer, she would run her air conditioning 24/7 and her electric bill wouldn't top $150, which was the minimum she ever paid in California.</p><p>The benefits have been as simple as living in a green area where lawns are nicely kept — as opposed to in her part of California where water bills cost a fortune. She said businesses like car dealerships are a lot more friendly and trusting of potential customers.</p><p>"I want to say Kentucky is almost the polar opposite of California, and in a lot of ways, it is," Duvall said. "This is how these people have always been, and so it's nice not to still be that California way."</p><p>Though, it's taken her some time to get adjusted. Everything is significantly more spaced out in Kentucky than in California, which has made for some longer trips to see family or get what she needs. She said nobody is ever in a hurry to get things done, which has its negatives and positives.</p><p>"California was go, go, go as fast as you can to get things done, and here, they just don't do that," Duvall said. "They take time to sit on the porch and actually have tea and talk to the neighbors to make sure they're okay."</p><p>Decisions as small as putting security screens on her door as she did in California for safety precautions have been met with some stares, though she on the whole feels a lot safer in Kentucky. And she said the drivers in her area are sometimes harder to deal with.</p><p>"My thing is, either you adjust to Kentucky, or you leave," she said. "I'm not going to bring my California ways here and try to make people change."</p><p>It's also a little scary navigating natural disasters like the occasional tornado and earthquake in her area, she said, though she's gotten accustomed to her area's fluctuating weather.</p><p>Still, Duvall said in her small city, she's gotten better care for her medical problems, as she's gotten more individualized, thorough attention. In California, she said doctors would spend five minutes with her, but in Kentucky, her doctors meet with her for an hour.</p><p>Duvall said she was shocked how few people from Kentucky she met in her first few months there — many were California transplants. She knows her neighbors all the way down her street, and she said her neighbors all came to check up on her once after her carbon monoxide alarm went off.</p><p>"I'm a Californian, and so I'm not used to everybody being nice, knowing your neighbors, but you do know your neighbors around here, a little too much in my opinion," Duvall said.</p><p><em>Have you recently moved to a different state? Reach out to this reporter at </em><a target="_blank" href="mailto:nsheidlower@insider.com"><em><u>nsheidlower@insider.com</u></em></a><em>.</em></p>

A Gen Xer from California moved to Kentucky and bought a $60,000 house on an acre of land: 'I have no plans on ever going back'

<p><a href="https://www.businessinsider.com/one-planet"></a></p><div type="image" title="A busy street of people, signs, and lights, in Tokyo." height="1666" width="2222" msid="99592271" hostid="261"></div><ul class="summary-list"><li>This spring, I'm planning to travel from the US to two of Japan's major cities: Tokyo and Kyoto.</li><li>Before jetting off, I spoke with two sustainability experts about how to make it a greener trip.</li><li>They told me to swap a Starbucks visit for something local, fly direct, and stay in fewer hotels.</li></ul><p>Japan has been calling my name for years. It's home to striking mountains and diverse nature juxtaposed with futuristic cities, ancient temples, tempting foods, and welcoming people.</p><p>And this year, I was determined to get there. But before I boarded a plane, I had decisions to make: Which cities to visit? Which hotels to book? Which tours to join? Where to eat?</p><p>The options felt endless, and on top of narrowing down my must-visit ramen shops and day trips from Tokyo, I wanted to <a href="https://www.insider.com/how-to-travel-more-sustainably-without-harming-destinations-2022-9">try to make the trip more sustainable</a>. While I love to travel, I also love the planet, and I've learned those two things are often at odds.</p><p>Aviation, for instance, produced 2.4% of the world's carbon-dioxide emissions in 2018, according to a 2021 paper published in the <a href="https://www.sciencedirect.com/science/article/pii/S1352231020305689" target="_blank" rel="noopener nofollow sponsored">Atmospheric Environment</a>. Meanwhile, popular tourist destinations are struggling with overtourism, <a href="https://www.insider.com/how-to-travel-more-sustainably-without-harming-destinations-2022-9">which can displace locals and damage natural ecosystems</a>.</p><p>So when it came to planning a trip to Japan, I wanted to limit my damage. I drafted a rough itinerary and shared it with two experts.</p><p>I spoke with Paloma Zapata, the CEO of <a href="https://sustainabletravel.org/" target="_blank" rel="noopener">Sustainable Travel International</a>, which works with local governments, businesses, and nonprofits to provide sustainable travel opportunities; and Sarah Faith, a content and communications manager at <a href="https://www.responsibletravel.com/" target="_blank" rel="noopener">Responsible Travel</a>, a UK travel company that evaluates trips and vacation providers on their sustainability measures.</p><p>The pair analyzed my itinerary and shared advice meant to help my trip have more positive impacts. Some tips were simple, like extending hotel stays, while other suggestions were larger undertakings. Here's a closer look at their advice.</p><h2><strong>The pros urged me to evaluate the time of year for my planned visit</strong></h2><p><strong></strong></p><div type="image" title="People at a cherry blossom festival in kyoto, japan." height="2336" width="3114" msid="99592274" hostid="261"></div><p>Japan's busiest tourism season is early spring. According to an analysis by Kansai University published in <a href="https://www.bloomberg.com/graphics/2019-cherry-blossoms/#xj4y7vzkg">Bloomberg</a>, about 63 million people travel to and within Japan at this time for the country's <a href="https://www.travelandleisure.com/trip-ideas/spring-vacations/japanese-cherry-blossoms-peak-2019" target="_blank" rel="noopener" data-type="internalLink">sakura season</a>, or cherry-blossom season.</p><p>During these spring months, cities like Tokyo and Kyoto are teeming with cherry blossoms, and after hearing about the pastel colors that fill the streets of Tokyo and Kyoto, I wanted to see them for myself.</p><p>The two sustainability experts pointed out that visiting Japan during its high season wouldn't be the most responsible choice.</p><p>"I don't want to dissuade you from experiencing the cherry blossoms, but in general you should avoid high season," Zapata said.</p><p>"There's a real kind of fear of overtourism," Faith said. "There's been reports of it in Kyoto especially. People flooding in and big hordes of people starting to erode some of the local culture and the local ambiance that that city is known for."</p><p>They said an off-season trip was better since it'd help spread the economic benefits of tourism across the year and remove some of the burden on certain attractions.</p><p>Plus, Zapata added there's a chance I'd have a better trip during shoulder season. Experiences are less likely to be sold out given the smaller crowds, and it'll probably be cheaper too, she said.</p><p>Still, the two experts said that if I'm determined to visit during cherry-blossom season — and I am — there are still ways I could have less of a negative impact on the region. For example, Faith said I could look into homestays, visit less-populated areas outside Tokyo, and hire local guides, which would help spread the economic benefits of my trip.</p><h2><strong>Next, we discussed the length of my trip</strong></h2><p><strong></strong></p><div type="image" title="The Nakasendo trail, the pathway connecting Kyoto and Tokyo in Japan." height="1000" width="1333" msid="99592276" hostid="261"></div><p>Both Zapata and Faith said that the more time you spend in one destination, the better, since longer trips in fewer places mean lower carbon emissions.</p><p>For example, instead of spending a week flying between four European countries, plan a 10-day trip to one or two.</p><p>It's even more important to consider length when your trip involves a flight because airplane travel produces high carbon emissions. Flying is one of the most carbon-intensive ways to travel, according to an <a href="https://ourworldindata.org/travel-carbon-footprint" target="_blank" rel="noopener">Our World in Data</a> analysis, which used data from the UK government's <a href="https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/901692/conversion-factors-2020-methodology.pdf" target="_blank" rel="noopener">2020 methodology paper for greenhouse-gas reporting</a>. </p><p>Zapata generally recommends spending at least seven days in any destination that requires a flight, though she acknowledges that "not everyone has the luxury to travel that long."</p><p>Currently, I'm planning on spending eight days in Japan split between two cities. One way my trip could have a more positive impact would be by adding days to my itinerary, Zapata said. More days in a destination means more money in locals' hands, Faith said, as opposed to spending money traveling between places.</p><p>Luckily, moving between destinations will be more sustainable in Japan, since the country has a robust public transportation and train system. This means I'll emit fewer emissions once I'm there.</p><h2><strong>My flight will make up the majority of the trip's carbon footprint</strong></h2><p><strong></strong></p><div type="image" title="A screenshot of flights from Denver to Tokyo showing flight times, connections, CO2 emissions, and prices. The CO2 emissions on four flights range from 508 kilograms to 1,091 kilograms." height="898" width="1197" msid="99592277" hostid="261"></div><p>A flight from my home in Denver to Tokyo will easily be the most unsustainable part of my trip.</p><p>So Faith urged me to book a flight with the fewest layovers. <a href="https://www.aviationfile.com/what-stage-of-a-flight-consumes-the-most-fuel/" target="_blank" rel="nofollow noopener sponsored">Planes use more fuel when they take off and taxi</a>, so a flight route that lands less often will produce less carbon emissions, Faith said. Additionally, Zapata urged me to find a flight with the most direct path to Tokyo.</p><p>"The longer you're flying, the more fuel is being burned," Zapata said.<strong><br /></strong></p><p>Both experts said <a href="https://www.google.com/flights/" target="_blank" rel="nofollow noopener sponsored">Google Flights</a>' carbon-dioxide-emissions information was a smart place to start. And after a quick search, I spotted a handful of airlines and routes I could take to get to Tokyo.</p><p>I could fly from Denver to Los Angeles, where I'd then take a 12-hour flight to Tokyo. According to Google estimates, this 16 ½-hour journey would produce about 780 kilograms a person of CO2.</p><p>A flight with a layover in Houston would create even more emissions because it's a less-direct route. It'd produce an estimated 1,091 kilograms a person of CO2 during the 18-hour trip, according to Google.</p><p>The flight with the fewest emissions would be a direct flight from Denver to Tokyo. That would produce both the least CO2 output estimated per passenger (516 kilograms) and the shortest trip (12 hours), according to Google.</p><p>Luckily for me, the direct flight from Denver to Tokyo costs the same as the indirect flights. Although I'd be willing to a pay extra for a flight that gets me to my destination quicker and also saves emissions.</p><h2>Other tips to lower my flight's carbon footprint</h2><div type="image" title="Aerial view of Tokyo from airplane window with the plane wing visible over the city." height="999" width="1332" msid="99592280" hostid="261"></div><p>To create fewer carbon emissions when traveling by plane, Zapata suggested I sit in economy class. Since business class, first class, and premium economy take up more space on a plane, those seats have larger carbon footprints when compared with economy. According to a report from the <a href="https://theicct.org/publication/co2-emissions-from-commercial-aviation-2013-2018-and-2019/" target="_blank" rel="nofollow noopener sponsored">International Council on Clean Transportation</a>, a business-class traveler creates 2.6 to 4.3 times more carbon dioxide per kilometer than a passenger in economy, depending on aircraft class.</p><p>For my Japan trip, I'll sit in economy class.</p><p>Faith also recommended flying on newer planes, which tend to be more fuel-efficient. According to the <a href="https://www.iata.org/en/iata-repository/pressroom/fact-sheets/fact-sheet-new-aircraft-technology/#:~:text=Each%20new%20generation%20of%20plane,better%20aerodynamics%2C%20and%20reduced%20weight." target="_blank" rel="nofollow noopener sponsored">International Air Transport Association</a>, newer airplanes typically have more efficient engines, better aerodynamics, and reduced weight, which in turn, reduces the plane's carbon emissions.</p><p>Finally, Faith said that when I go to purchase my airplane ticket, the airline might also offer me the opportunity to purchase sustainable aviation fuel. American Airlines, JetBlue, and Delta Air Lines are among airlines that get some of their fuel from sustainable sources such as waste, plants, and other organic matter, <a href="https://www.nytimes.com/2021/05/28/business/energy-environment/airlines-climate-planes-emissions.html#:~:text=%E2%80%9CIt's%20a%20hard-to-,total%20U.S.%20greenhouse%20gas%20emissions." target="_blank" rel="noopener">The New York Times</a> reported.</p><p>Buying sustainable aviation fuel would reduce the amount of carbon dioxide entering the atmosphere in the first place, so it's money well spent, Faith said.</p><h2><strong>My itinerary initially involved 7 hotels, but I was urged to consolidate them</strong></h2><div type="image" title="A pair sits in a traditional Japanese ryokan." height="1000" width="1333" msid="99592281" hostid="261"></div><p>One of my favorite ways to explore a city is by sleeping in new places. I've spent nights in <a href="https://www.insider.com/magical-tiny-home-new-zealand-photos-2022-11">tiny homes</a>, <a href="https://www.insider.com/glamping-teardrop-camper-airbnb-review-photos-2022-7">campers</a>, <a href="https://www.insider.com/great-barrier-reef-rum-runner-hostel-sailboat-review-photos-2022-10">sailboats</a>, <a href="https://www.insider.com/anniversary-inn-salt-lake-city-safari-hotel-room-review-photos-2022-8">themed hotels</a>, <a href="https://www.insider.com/luxury-five-star-hotels-most-surprising-things-2022-1">luxury hotels</a>, <a href="https://www.insider.com/capsule-hotel-hostel-sydney-australia-review-photos-2022-9">hostels</a>, cabins, and tents.</p><p>I initially wanted a similar variety in Japan. The country's traditional ryokans enticed me with their tatami-mat flooring and communal dining areas. And since the country also <a href="https://www.nippon.com/en/features/jg00001/#:~:text=The%20first%20capsule%20hotel%20was,at%20Expo%20'70%20in%20Osaka.">invented the capsule hotel</a>, I wanted to make sure I experienced those as well.</p><p>When I first drafted my itinerary, I planned to sleep in seven places, which meant I was moving to a new hotel almost every day of my trip.</p><p>"That stuck out to me," Zapata said, adding that changing hotels so frequently might not be the most sustainable approach.</p><p>She said that by switching accommodations, I'd be creating unnecessary waste. More sets of sheets and towels will need to be washed, which creates extra water use, and I might use more complimentary toiletries, which are often wrapped in single-use plastic that ends up in a landfill.</p><p>Plus, moving hotels every day would probably mean more transportation, Zapata said. Since I don't want to drag a suitcase around Tokyo all day, I'd probably need to either drop my luggage off at a new hotel every morning or leave it at the original hotel and return to collect it in the evening, which would prompt extra taxi and subway rides.</p><p>After evaluating my accommodations, I cut a couple of my hotel stays. Now, I'm planning to spend five nights in one place, and with my tweaked itinerary I'll still be able to have ryokan and capsule experiences.</p><h2>I was also encouraged to pick hotels with proven sustainable initiatives</h2><p>Beyond staying in hotels longer, both Zapata and Faith mentioned that I should pick accommodations with sustainable practices.</p><p>I initially thought I might be staying at a sustainable hotel since it was classified as a "travel sustainable property" on Booking.com.</p><p>But Zapata and Faith said relying on those general titles wasn't enough. Instead, I need to do my own research. Zapata recommends evaluating hotels on five main categories: water, energy, culture, nature, and waste management.</p><p>According to Booking.com, my five-night hotel stay doesn't have single-use plastic, has water-efficient appliances, and includes some measures to save energy.</p><p>To me, this seemed like the bare minimum a "sustainable" hotel should do. Faith said I should also look into how the hotel reduces its waste, whether it has nature-friendly initiatives, where the hotel's food comes from, and whether it hires locals and pay them livable wages.</p><p>She added that a hotel focused on sustainability would most likely have a page on its website highlighting its efforts and initiatives.</p><p>As I looked into my five-night hotel, I learned it's operated by a larger company and found a page dedicated to sustainability, which answered some of my questions. For instance, I learned the hotel was creating natural spaces in the city by having a garden on the property that used recycled water. I also learned the hotel uses renewable electricity.</p><p>But the website didn't answer all my questions. I still didn't know whether the hotel employs people from its local community and whether food is sourced from nearby farms or is imported from around the world.</p><p>With unanswered questions, Faith suggested I reach out to the hotel directly.</p><p>"A hotel who is generally responsible and doing stuff will want to answer your questions and will be happy that you've asked," she said.</p><p>I did just that, and while I wait for answers, I plan to research other hotels that might have stronger sustainable initiatives.</p><h2><strong>Both Faith and Zapata recommended booking local experiences</strong></h2><p><strong></strong></p><div type="image" title="People visit the Asakusa area in Tokyo, Japan." height="997" width="1330" msid="99592282" hostid="261"></div><p>Kyoto was the <a href="https://www.britannica.com/place/Kyoto-Japan#:~:text=The%20capital%20of%20Japan%20for,Meiji%20Restoration%20(1868)%20when%20the">capital of Japan for 1,000 years</a>. It's filled with historic temples and shrines and also happens to be home to a Starbucks inside a 100-year-old machiya home, which are wooden townhouses that the merchant class lived in during the Edo era, according to <a href="https://www.atlasobscura.com/places/starbucks-ninenzaka-yasaka-chaya" target="_blank" rel="noopener">Atlas Obscura</a>.</p><p>Intrigued by the coffee shop's location, I added it to my itinerary. But both Faith and Zapata suggested swapping that for something local.</p><p>"The sense of history in Kyoto is incredible, so don't look at the history of Starbucks — go explore the history of Japan," Faith said.</p><p>Instead of Starbucks, I could seek out a Japanese tea ceremony or visit a locally owned coffee shop. Zapata said this would put money directly into the hands of community members instead of a major corporation like Starbucks.</p><p>This local-focused approach is one Zapata and Faith recommended I have for my entire trip.</p><p>For instance, I can ensure I'm booking tours and activities that are owned and operated by Japanese locals. That would prevent what Faith called "leakage," which is when the money you put into a trip goes toward international companies.</p><p>"Consider how much of that money actually stays in the destination you're going to, and how much of that goes back out to an international company," she said.</p><p>That's also why she recommends booking tours and activities directly, instead of with third-party companies, which take a cut of the profit. During my trip, I plan to tour a wasabi farm, but instead of booking the tour through Airbnb, I'll book it directly with the farmer on his personal website so he can receive 100% of the money.</p><p>Finally, Faith said many of these locally owned experiences could create a better trip. Local tour guides might show you off-the-beaten-path destinations, which create a more distinct experience for the traveler and spread both the physical and the economic load of the tourists visiting a city.</p><p>"When you travel in a way that is really rooted in local communities and in supporting local people, you get better a better holiday as a result of being more responsible," Faith said.</p><h2>The experts agreed there were things everyone could do to travel more sustainably</h2><div type="image" title="A view over the city of Tokyo with the skyline and Mount Fuji." height="1414" width="1885" msid="99592283" hostid="261"></div><p>While it may not be possible for everyone to fully incorporate all of their tips, Zapata and Faith said there were ways to make a trip greener no matter the time or budget.</p><p>Booking local tours and prioritizing stays in hotels with sustainability initiatives, for instance, won't necessarily be more expensive.</p><p>As I revise my Japan trip, I'll be looking for sustainable accommodations, will fly directly to the country, and will seek to embark on off-the-beaten-path adventures.</p><p><em>In case you missed it, </em><a href="https://www.youtube.com/live/xlSZrPlRGbA?feature=share&amp;utm_campaign=2023-04-10_OnePlanet_Spotlight&amp;utm_medium=email&amp;_hsmi=253843011&amp;_hsenc=p2ANqtz-8eurO34e0InvQHZUjwz1agwejnmaxG8o5PKT7ZARDs12Dw9j3qxegl0TXE_d5QDNkjAXhE4IoGWZvsqY69hu6wpQSiWQ&amp;utm_content=253843011&amp;utm_source=hs_email" target="_blank" rel="noopener"><em>watch a replay</em></a><em> of Insider's One Planet virtual event with activist and artist Elijah McKenzie-Jackson.</em></p>

I'm planning a trip to Japan. Sustainability experts reviewed my itinerary and shared 9 fixes to make it a more eco-conscious vacation.

<ul><li>According to the report, 97% of people in India are interested in items that will have a positive impact on local businesses and communities.</li><li>87% of the respondents said that they often purchase sustainable goods/products.</li><li>From India, the survey consisted of only 1,000 respondents with a household income of at least $70,000 (₹ 53 lakh).</li></ul>Affluent Indian consumers are increasingly making mindful purchasing decisions by opting for <keyword id="6955069" type="General" weightage="20" keywordseo="sustainable-products" source="Orion">sustainable products</keyword>. According to a recent <keyword id="13669692" type="General" weightage="20" keywordseo="American-Express-Trendex-report" source="Orion">American Express Trendex report</keyword>, a whopping 97% of people in India are interested in spending money on items that will positively impact local businesses and communities, which is highest among all the other surveyed countries.<br /><br />The catch is that the respondents consisted of a small set of relatively rich Indian consumers. The survey was conducted between March 8 and 13, 2022, involving 7,996 adults from several countries across the globe. The survey consisted of only 1,000 respondents from India, that too with a household income of at least $70,000 (₹ 53 lakh) and defined as adults who typically travel by air at least once a year. <br /><br />The survey also revealed that 87% of the respondents said that they have mostly purchased sustainable goods/products. Furthermore, 98% of the Indian respondents want to spend on items that will contribute to building low-carbon communities, while 96% think about the impact on the environment while making purchase decisions.<br /><cmsannotation type="cmsannotation" annotationid="What are sustainable products?" comment="subhead" text="What are sustainable products?"><span data-til="noop">What are sustainable products?</span></cmsannotation><br />Sustainable products are those that provide socio-economic benefits while protecting public health and the environment over their whole life cycle—from the extraction of raw materials until the final disposal. Some examples of sustainable products are recycled or upcycled products, including clothes, artisanal or hand-made products, and low-carbon alternatives.<br /><br />Products like wet wipes and tissues, tea bags, non-stick cookware, sanitary pads, paper coffee cups, plastic water bottles, and straws are often classified as unsustainable. Many such products are usually non-biodegradable and have negative environmental and health implications throughout their life cycle. Minimising the usage of these kinds of products in our day-to-day lives can contribute a lot towards a better tomorrow.<br /><cmsannotation type="cmsannotation" annotationid="Indians are willing to spend more" comment="subhead" text="Indians are willing to spend more"><span data-til="noop">Indians are willing to spend more</span></cmsannotation><br />Encouragingly, 92% of Indian adults surveyed are willing to pay a premium for sustainable products with growing awareness of the benefits of such products. As many as 94% of those Indian adults that would pay a premium further say that they would pay at least 10% more for sustainable products, while 29% are ready to pay 50% more and 23% of them even higher than 50%.<br /><br />“Indian customers are making conscious decisions and shifting their buying patterns by prioritizing spending on sustainable products thereby contributing to local businesses and leaving a positive impact on the planet. Ever since the pandemic hit the world creating an irreversible impact on millions of people around the world, people are becoming increasingly mindful about the purchases they make and the impact that will create for generations to come,” said Manoj Adlakha, SVP and CEO at <keyword id="91294" type="General" weightage="80" keywordseo="american-express" source="Orion">American Express</keyword> Banking Corp India.<br /><br />The survey revealed another interesting point that 96% of Indians surveyed said that one of their goals in 2022 is to make more sustainable choices when purchasing clothes, tech products, eating food and travelling. And 86% of them have already started shopping at second hand or consignment retailers rather than buying new items to reduce environmental impact.<br /><br />Almost all (97%) of the Indian respondents say that they would be more loyal to the brands or companies that work or contribute towards the environment.<br /><br /><strong>SEE ALSO:<br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sustainability/article/education-for-all-heres-how-mohalla-classes-strive-for-continued-learning-of-children-from-marginalised-communities/articleshow/90982200.cms">Education for all: Here’s how Mohalla classes strive for continued learning of children from marginalised communities</a><br /></strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sustainability/article/indian-livelihoods-turn-less-green-sharp-decline-in-hiring-green-jobs-over-the-last-five-years-compared-to-the-global-average/articleshow/90971775.cms"><strong>Indian livelihoods turn less green! Sharp decline in hiring green jobs over the last five years compared to the global average</strong></a><br />

Nearly all affluent Indians prefer to buy socially and ecologically sustainable products, claims the AmEx report

<ul class="summary-list"><li><strong>Jungle juice is a punchbowl-type drink that features many different alcohols.</strong></li><li><strong>It's made up primarily of vodka, rum, and various fruit-flavored drinks.</strong></li><li><strong>Spritz the jungle juice with some club soda to add carbonation and lengthen the drink's life.</strong></li></ul><p>If there's one "<keyword id="12298951" type="UNKNOWN" weightage="60" keywordseo="cocktail" source="Orion">cocktail</keyword>" everyone's most likely consumed, but probably never ordered at a bar, it's the perennially famous (and in some cases infamous) jungle juice. An everything-but-the-kitchen-sink type drink, jungle juice is a mix between a Long Island iced tea punch bowl and a sangria. </p><p>It most likely started in the basements and apartments of college students as a creative concoction to overindulge, while also making use of any leftover alcohol or beverages people were trying to get rid of. </p><p>"[Jungle juice] really truly is an assortment of all different kinds of alcohol, and it's always mixed with sugary additives from juices, fruits, things like that," says Julianna McIntosh, owner and mixologist of <a href="https://www.instagram.com/join_jules/?hl=en" target="_blank" rel="noopener">Join_Jules</a>. "It really is just an easy way for people to make a big batch drink for at home parties."</p><p>This hodge podge approach brings about many different iterations of jungle juice, with some opting for flavored liqueurs or rums while others even add in various gummy candies.  </p><p>"It's a punch bowl with a lot of different types of alcohols in it, and that doesn't necessarily have to have this negative connotation," McIntosh says. "There's not one recipe that is the original recipe. It's your own interpretation of what jungle juice is, which is kind of fun."</p><h2><strong>Best alcohol for jungle juice</strong></h2><p>McIntosh recommends starting with a neutral spirit like vodka or a grain alcohol like Everclear, since it doesn't impart much flavor and can serve as a solid base. From there, she says, you can start getting creative.</p><p>"When I think of jungle juice, I think tropical," McIntosh says. "So I think rum is a really great thing to add." </p><p>While McIntosh typically uses dark rum in her jungle juice, you can also try white, spiced, and flavored rum for a little extra kick.</p><p><strong>Quick tip:</strong> McIntosh warns would-be mixologists to steer clear of using Kool Aid packets in jungle juice, especially when mixing with Everclear. "It changes the flavor to where you can't even taste the alcohol," McIntosh says. "So if you're just mixing that with vodka, you're drinking straight vodka."</p><h2><strong>What you'll need</strong></h2><p><strong><div type="image" title="Three jugs of fruit-flavored drinks." height="1414" width="1885" msid="87046799" hostid="261"></div></strong></p><p>While this is McIntosh's favorite way to make jungle juice, you can use any combination of alcohol, fruit, juice, and even candy you prefer. McIntosh does recommend keeping the alcohol to juice ratio to thirds - ⅓ for the alcohol and ⅔ for the juices - to ensure the safest experience for guests.</p><ul><li>One bottle of white rum</li><li>One bottle of dark rum</li><li>One bottle of Everclear (optional)</li><li>Five to eight lemons, limes, and oranges (quartered)</li><li>One pineapple (without the outer flesh)</li><li>3 tablespoons of all-spice</li><li>5-7 cinnamon sticks</li><li>1 liter of prune or pomegranate juice</li><li>1 liter of orange juice</li><li>1 liter of pineapple juice</li><li>Ice (to serve on the side)</li></ul><p><strong>Quick tip: </strong>While it's easier to buy juices from the store, McIntosh encourages people to make the juices themselves. "I think that it tastes better when it's fresh," she says. </p><h2><strong>How to make jungle juice (serves 15 to 20 people)</strong></h2><p><strong><div type="image" title="An overhead shot of a punchbowl with fruit in it." height="666" width="888" msid="87046802" hostid="261"></div></strong></p><ol><li><strong>Pour in the alcohol. </strong>According to McIntosh, it's important to start with the alcohol to get a sense for exactly how much hard liquor there is, and how much juice is needed to balance it out.</li><li><strong>Throw in your fruits, cinnamon, and all spice. </strong>Allow the citrus to marinate in the alcohol, like a sangria, and infuse even more flavor.</li><li><strong>Add in juice and mix. </strong>Heighten the fruity and sweet notes more with juice, be it fresh-squeezed or store bought. Serve with ice on the side to keep it from getting watered down.</li></ol><p><strong>Quick tip: </strong>When serving jungle juice at a party, McIntosh says to add a liter or two of club soda or sparkling water to add carbonation. "It won't change the flavor at all, but it'll stretch out the life a little bit longer throughout the party and it'll give it those bubbles," says McIntosh. </p><h2><strong>Jungle juice variations</strong></h2><ul><li><strong>Make a tropical treat to sip poolside or at the beach. </strong>Use a palette of rums - from spiced to different flavors like pineapple or coconut. Throw together a banana <a href="https://www.insider.com/how-to-make-simple-syrup" target="_blank" rel="noopener">simple syrup</a> for an extra twist.</li><li><strong>Turn it into a mocktail. </strong>Include the kids in the fun by omitting the alcohol and tossing in some candies like Sour Patch Kids, Skittles, or gummy bears.</li><li><strong>Add a garnish. </strong>Elevate the jungle juice with some rosemary or sage to incporate a fanciful flair.</li></ul><h2><strong>Storing jungle juice</strong></h2><p>If you have any drink leftover once the party's over, McIntosh says to store it in an airtight container like a Mason jar. You can refrigerate it for three to four days, spritzing it with a little club soda to freshen it up whenever you pull it out to drink again.</p><h2><strong>Insider's takeaway</strong></h2><p>Whether you're trying to make use of leftover alcohol or just want a boozy punch bowl for a pool party, jungle juice is a straightforward and easy-to-make beverage that can be taken in a number of different directions. </p><p>Simply mix a combination of rum, vodka, or neutral alcohol with juice, and add sliced fruit to infuse extra flavor. While the juice can be store bought, McIntosh suggests opting for homemade juice instead.</p><p>"I like to make it as fresh as you can because it'll just taste better," says McIntosh. "But use what you've got and it will turn out just fine."</p><a data-type="6144aeb00e9bbc64ab7335cd">Here's a simple and easy recipe to make jello shots with any spirit</a><a data-type="611e685cec3f55070974d3bb">What's the difference between whiskey and bourbon? How bourbon is different from other types of whiskey</a><a data-type="611e6ab1a27a1f082864d697">What's in an Aperol spritz? How to make the simple Italian cocktail</a><a data-type="60bfbe9e7c964f28695ffdb9">6 ways to open a bottle of wine without a corkscrew, ranked by ease and practicality</a>

How to make a fruity jungle juice punchbowl that will be a hit at your next party

A 'Bachelor' contestant was the target of an intricate misinformation campaign. Now, the online fandom that 'canceled' her wants to apologize.

<ul class="summary-list"><li>You may have less <keyword id="6355231" type="UNKNOWN" weightage="60" keywordseo="Sex">sex</keyword> after <keyword id="6358235" type="UNKNOWN" weightage="60" keywordseo="menopause">menopause</keyword> due to a decrease in libido, discomfort during sex, and reduced bladder control. </li><li>To have better sex after menopause, you should consider hormone replacement therapies, trying kegel exercises, and openly communicating with your partner.</li><li>Overall, if you're experiencing trouble with sex after menopause, talking with a doctor or sex therapist can help you find the best individual treatment options for your <keyword id="6354750" type="UNKNOWN" weightage="100" keywordseo="health">health</keyword>.</li></ul><p><a href="https://www.mayoclinic.org/diseases-conditions/menopause/symptoms-causes/syc-20353397" target="_blank" rel="noopener">Menopause</a> is a stage women usually enter in their early to mid-50s, when there is a decrease in estrogen production. This can affect your sex life and bladder function. In fact, over 50% of postmenopausal people experience <a href="https://www.ajog.org/article/S0002-9378(16)30518-X/pdf" target="_blank" rel="noopener">genitourinary syndromes of menopause</a> (GSM), a condition that encompasses genital, sexual, and urinary problems associated with the aging process.</p><p>Here's how sex changes after menopause and tips to improve your sex life during this stage of your life. </p><h2>Menopause may cause sex to be uncomfortable </h2><p>Due to a decrease in estrogen during menopause, it's common for people to start feeling pain during sex. </p><p>"This decrease in estrogen causes vaginal tissue to become thinner and reduces the production of lubrication," says <a href="https://www.serenity-women.com/provider/peace-u-nwegbo-banks-md-facog" target="_blank" rel="noopener">Peace Nwegbo-Banks</a>, MD, an OB/GYN at <a href="https://www.serenity-women.com/" target="_blank" rel="noopener">Serenity Women's Health &amp; Med Spa</a> in Pearland, Texas. </p> <p>An average of <a href="https://newsnetwork.mayoclinic.org/discussion/womens-wellness-painful-sex-after-menopause/" target="_blank" rel="noopener">20% to 30% of postmenopausal people</a> report experiencing painful vaginal sex. As the vagina becomes increasingly dry and thinner, additional issues can occur. </p><p>"This may not only lead to pain but also tearing and bleeding, which can be very traumatic to the woman," says <a href="https://www.drreneewellenstein.com/" target="_blank" rel="noopener">Renee Wellsenstein</a>, MD, an OB/GYN in Cooperstown, New York. "Her pain with sex may increase even more if past traumatic experiences with sex cause her to contract her pelvic muscles during sex in anticipation of pain."</p><p><strong>How to treat it:</strong> If you're experiencing pain during sex, there are a few treatment options that fall into two main categories: </p><ul><li><strong>Hormonal options.</strong> These increase estrogen levels and include low-dose vaginal estrogen therapy or estrogen supplements, says Nwegbo-Banks. </li><li><strong>Non-hormonal options. </strong>These include water or silicone-based lubrication and topical anesthesia or vagina-safe moisturizers, says Nwegbo-Banks. </li></ul><p>You can also experiment with sex to see what feels good — taking it slow or trying different positions may help make you feel more comfortable. </p><h2>Menopause may lower sex drive<em> </em></h2><p>It's normal for one's sex drive to decrease during menopause for a few reasons. If sex has become painful due to issues such as dryness, their desire for it may reduce. </p><p>"Dryness can lead to painful sex, and indeed if one has painful sex, it is very common for women to lose their libido because it hurts," says <a href="https://medicine.yale.edu/profile/maryjane_minkin/" target="_blank" rel="noopener">Mary Jane Minkin</a>, MD, OB/GYN, a clinical professor of obstetrics and gynecology at Yale University.</p><p>Other symptoms of menopause such as hot flashes and <a href="https://www.insider.com/what-causes-night-sweats" target="_blank" rel="noopener">night sweats</a> can also lead to distress and lower a person's sex drive, says Nwegbo-Banks. </p><p>The natural decrease in estrogen and testosterone experienced during menopause may also <a href="https://www.mayoclinic.org/diseases-conditions/low-sex-drive-in-women/symptoms-causes/syc-20374554" target="_blank" rel="noopener">negatively affect a person's libido</a>, as sex hormones are positively correlated to sex drive. In some cases, Nwegbo-Banks says this may lead to <a href="https://www.plannedparenthood.org/learn/sex-pleasure-and-sexual-dysfunction/sexual-dysfunction/hypoactive-sexual-desire-disorder-hsdd" target="_blank" rel="noopener">hypoactive sexual desire disorder</a> (HSDD), which is when you have no desire for sex, rarely think about it if at all, and avoid a partner's sexual advances. </p><p><strong>How to treat it:</strong> To increase your sex drive after menopause, take the time to explore what excites you about sex, and change your sexual routine. While there is absolutely nothing wrong with not wanting to have sex, if you experience HSDD, possible <a href="https://www.plannedparenthood.org/learn/sex-pleasure-and-sexual-dysfunction/sexual-dysfunction/hypoactive-sexual-desire-disorder-hsdd" target="_blank" rel="noopener">treatment includes:</a></p><ul><li>Stress reduction</li><li><a href="https://www.insider.com/benefits-of-masturbation" target="_blank" rel="noopener">Masturbation</a></li><li>Open communication with your partner</li><li>Stopping the use of alcohol or drugs</li><li>Speaking with a sex therapist</li></ul> <p>Additionally, a <a href="https://www.thelancet.com/journals/landia/article/PIIS2213-8587(19)30189-5/fulltext" target="_blank" rel="noopener">2019 report</a> summarizing 36 different trials showed that testosterone therapy could positively affect a postmenopausal woman's sex drive.</p><h2>Menopause may reduce bladder control </h2><p>According to a <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6528037/" target="_blank" rel="noopener">2015 report</a>, over 50% of postmenopausal people experience urinary incontinence, which is when you are unable to control urination.</p><p>"Decreasing estrogen levels cause thinning of the tissue of the urethra, which is the tube that connects to the bladder and allows urine to leave the body," says Nwegbo-Banks. As a person ages, their pelvic floor muscles — which support the bladder — can also weaken, leading to less bladder control, she says. </p><p>A lack of complete bladder control can impact a person's sex life. A <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5302384/" target="_blank" rel="noopener">2017 study</a> of women, about two-thirds of whom were incontinent, examined the effect of bladder control on sexual desire. While the frequency of sex was similar between the two groups, incontinent women expressed lower sexual desire, comfort, and satisfaction. </p><p><strong>How to treat it:</strong> If you're having trouble <a href="https://www.mayoclinic.org/diseases-conditions/urinary-incontinence/in-depth/bladder-control-problem/art-20046597" target="_blank" rel="noopener">controlling your bladder</a>, you should: </p><ul><li>Avoid drinking large amounts of liquid, especially alcohol, coffee, tea, and carbonated drinks. </li><li>Train your bladder by holding your urine slightly more each time if possible and stick to a schedule.</li><li>Try <a href="https://www.insider.com/what-is-kegel-exercise" target="_blank" rel="noopener">kegel exercises</a> which can strengthen your pelvic floor and the body's ability to hold urine. </li></ul><p>Additionally, certain medications such as <a href="https://www.insider.com/high-blood-pressure" target="_blank" rel="noopener">high blood pressure</a> drugs and muscle relaxers can reduce bladder control, so speak to a doctor if you think your medication may be exacerbating the problem.</p><p>Sometimes simple surgical procedures or medical interventions are necessary to improve incontinence. Meet with a doctor about your options if postmenopausal incontinence is disrupting your life regularly.</p><h2>Insider's takeaway </h2><p>Menopause can change your sex life. You may notice a decrease in libido, more pain during sex, and less control over your bladder. If you're experiencing any of these symptoms after menopause, Nwegbo-Banks recommends visiting your gynecologist. It's normal to have less sex after menopause, but that doesn't mean you can't enjoy it or still be intimate with your partner.</p><h2 id="related-articles-from-our-health-reference-library:">Related articles from <a href="https://www.insider.com/health-reference" target="_blank" rel="noopener">Health Reference</a>:</h2><ul><li><strong><a href="https://www.insider.com/does-masturbation-help-your-immune-system" target="_blank" rel="noopener">Does masturbation help your immune system? An orgasm may have benefits</a></strong></li><li><strong><a href="https://www.insider.com/how-many-calories-does-sex-burn" target="_blank" rel="noopener">Sex burns about 3 to 4 calories per minute — here's how to burn a little more</a></strong></li><li><strong><a href="https://www.insider.com/benefits-of-sex" target="_blank" rel="noopener">5 major health benefits of sex</a></strong></li><li><strong><a href="https://www.insider.com/how-to-last-longer-during-sex" target="_blank" rel="noopener">How to last longer during sex</a></strong></li><li><strong><a href="https://www.insider.com/why-do-womens-periods-sync" target="_blank" rel="noopener">The truth about period syncing and the real reason you may be experiencing it</a></strong></li></ul>

How to boost libido and have better sex after menopause, according to OB-GYNs

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5735fd789105842b008c2ba2-1778/starbucks-frappuccinos-thumb.jpg" alt="Starbucks Frappuccinos thumb (no watermark)" data-mce-source="Hollis Johnson" /><p class="source"><span>Hollis Johnson</span></p></div><p></p></div></div>Soda consumption is falling in the US, with the accepted reason being that Americans are turning away from sugary beverages. </span></p><p><span style="font-weight: 400;">But what if the reason isn't nutrition - it's because a new competitor is stealing away business? </span></p><p><span style="font-weight: 400;">"Starbucks has taken the [carbonated soda] occasion," said RBC analyst Nik Modi in June at Beverage Digest's Future Smarts conference, noting that many of the coffee chain's beverages are more caloric and sugar-packed than top soda brands.  </span></p><p><span style="font-weight: 400;">"Twenty years ago, people used to wake up with a Diet Coke or a Diet Pepsi," said Modi. "At around 2 o'clock, they'd have another and take a break. Walk in front of a Starbucks at 8 a.m. and 2 p.m. and tell me how long the lines are."</span></p><p><span style="font-weight: 400;">In 1995, Starbucks served its first Frappuccino - a super-sugary beverage that often has more calories than a can of Coke and that has become a huge part of the coffee chain's business. At the time, the chain had 677 locations. Twenty-one years later, the chain has more than 22,000 locations around the world. </span></p><p><span style="font-weight: 400;">With the rise of Starbucks, the coffee industry in general has seen tremendous growth. In the last four years, coffee has gone from a $7 billion annual industry (for the 52 weeks ending June 2, 2012) to a $9 billion business (for the 52 weeks ending May 28, 2016), according to Nielsen data.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56e96c779105844e018b6b92-2400/healthy cokes_mill (1).jpg" alt="Coca-Cola, Coke, Coca Cola" data-mce-source="AP Photo/Wilfredo Lee" data-mce-caption="8.5 ounce bottles of Coca-Cola at the Cadillac Championship golf tournament in Doral, Fla." /><p class="source"><span>AP Photo/Wilfredo Lee</span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Meanwhile, soda sales in the US per capita have dropped</span><span style="font-weight: 400;"> </span><a href="http://www.businessinsider.com/big-soda-is-fighting-science-on-sugar-2015-11"><span style="font-weight: 400;">25% since 1998</span></a><span style="font-weight: 400;">. </span></p><p><span style="font-weight: 400;">How has Starbucks succeeded while the biggest brands at Coca-Cola and Pepsi have fallen? </span></p><p><span style="font-weight: 400;">According to Modi, the coffee chain has provided customers with something that soda giants forgot - purpose. </span></p><p><span style="font-weight: 400;">"The beverage industry is not about health and wellness - it's about functionality and purpose," he said. "Twenty years ago, the function and purpose for Coke and Pepsi were much more wide than they are today."</span></p><p><span style="font-weight: 400;">Modi says that consumers still love caffeine, bubbles, and sugar. They just aren't going to Coke and Pepsi to fulfill those needs any more. </span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56b26a4f2e52651a008b4a43-877/screen shot 2016-02-03 at 2.17.40 pm.png" alt="jennifer aniston smartwater" data-mce-source="Flickr" /><p class="source"><span>Flickr</span></p><p class="caption">Sales of bottled water brands like Smartwater have grown, as soda consumption has decreased.</p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">The most successful brands in the beverage industry in recent years have been able to pinpoint a purpose, and provide a solution, often related to health.</span></p><p><span style="font-weight: 400;">In the past 15 years, single</span><span style="font-weight: 400;">-serve bottled water sales grew 76% by volume. Sports drinks grew 20%, while bottled, ready-to-drink tea grew a whopping 91%. In the last four years, standouts in the soda industry have been </span><span style="font-weight: 400;">Sprite, Wild Cherry Pepsi, Fanta, and Mello Yello - brands that aren't necessarily healthy, but that avoid the negative PR associated with Pepsi and Coke.  </span></p><p><span style="font-weight: 400;">The success of these beverages, as well as Starbucks' drinks such as the S'mores Frappuccino and the Pumpkin Spice Latte prove, in Modi's opinion, that the issue isn't sugar - it's marketing.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56110d449dd7cc22008bf272-495/screenshot 2015-10-04 at 12.27.08.png" alt="coca cola america the beautiful" data-mce-source="Coca-Cola" /><p class="source"><span>Coca-Cola</span></p><p class="caption">Modi argued that much of Coca-Cola's recent advertising hasn't focused on the consumer.</p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Modi says that recent soda advertising, prior to the current Taste the Feeling campaign, cut consumers and their reasons for drinking soda out of the equation, failing the consumer. </span></p><p><span style="font-weight: 400;">Complicating matters is the consolidated effort of health and nutrition groups in the fight against the soda industry. </span></p><p><span style="font-weight: 400;">"Soda follows tobacco's playbook to the letter," Marion Nestle, a professor of nutrition, food studies, and public health at New York University,</span><a href="http://www.businessinsider.com/how-soda-is-the-new-tobacco-2015-12"><span style="font-weight: 400;"> told Business Insider. </span></a></p><p><span style="font-weight: 400;">Taxes and other government regulation, efforts to prevent marketing to children, and education campaigns </span><a href="http://www.businessinsider.com/big-soda-is-fighting-science-on-sugar-2015-11"><span style="font-weight: 400;">have focused on Pepsi and Coke </span></a><span style="font-weight: 400;">to a much greater degree than Starbucks, energy drinks, or even other types of soda. </span></p><p><span style="font-weight: 400;">This negative PR, combined with what Modi considers sub-par marketing, have help drive consumers to different beverages to fulfill their morning caffeination and mid-afternoon break needs.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5747131652bcd022008c54c9-2400/img_4881.jpg" alt="Starbucks Nitro Cold Brew" data-mce-source="Kate Taylor" /><p class="source"><span>Kate Taylor</span></p><p class="caption">Starbucks has drawn in coffee snobs with beverages like Cold Brew Nitro.</p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Starbucks is a company that is acutely aware of consumer perceptions, carefully balancing its menu with both </span><a href="http://www.businessinsider.com/starbucks-launches-nitro-cold-brew-2016-5"><span style="font-weight: 400;">gourmet, coffee-snob approved beverages </span></a><span style="font-weight: 400;">and</span><a href="http://www.businessinsider.com/starbucks-launches-new-trifles-2016-6"><span style="font-weight: 400;"> sweet, sugary options</span></a><span style="font-weight: 400;"> to appease all customers. This, combined with the company's famously progressive attitude, have helped the chain avoid much of the backlash associated with other companies selling sweet drinks.</span></p><p><span style="font-weight: 400;">PepsiCo and Coca-Cola seem to be taking notes from the chain when it comes to diversification of beverages. </span></p><p><span style="font-weight: 400;">Coke announced in April that sales of non-carbonated "still" beverages, including water and Minute Maid, </span><a href="http://www.usatoday.com/story/money/2016/04/20/coke-q1-beats-estimates-still-beverage-growth-drives-quarter/83240082/"><span style="font-weight: 400;">had increased 7%</span></a><span style="font-weight: 400;">. Its packaged-water volume increased in the double digits in the first quarter of 2016, as did other healthier ready-to-drink options, like sports drinks (7%) and tea (2%).</span></p><p><span style="font-weight: 400;">PepsiCo CEO Indra Nooyi said in April that less than 25% of the </span><a href="http://www.businessinsider.com/pepsi-shifts-away-from-soda-2016-4"><span style="font-weight: 400;">company's global sales are from soda. </span></a><span style="font-weight: 400;">Instead, the company is focusing on healthy snacks and non-carbonated beverages - a process the company calls "future-proofing."</span></p><p><span style="font-weight: 400;">Starbucks has exploded in the last 20 years - and is showing no sign of slowing. If PepsiCo and Coca-Cola want to compete, they're going to have to invest in beverages of their own that fulfill customers' needs, like bottled water, energy drinks, and tea.</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-much-sugar-is-in-coke-mountain-dew-starbucks-2015-8">Here's how much sugar is in your favorite drinks</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Is Starbucks putting Coca-Cola and Pepsi out of business?

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57630b64910584cc008c9b7c-1031/13220558_489369511256908_959359568228291927_o.jpg" alt="Diet Coke" data-mce-source="Diet Coke" data-link="https://www.facebook.com/dietcokeus/photos/a.483002211893638.1073741830.438461759681017/489369511256908/?type=3&amp;theater" /><p class="source"><span><a href="https://www.facebook.com/dietcokeus/photos/a.483002211893638.1073741830.438461759681017/489369511256908/?type=3&amp;theater">Diet Coke</a></span></p></div><p></p></div></div>As Americans drink less soda, one bubbly beverage is falling much faster than the rest: diet soda. </span></p><p><span style="font-weight: 400;">Since 2005, American consumption of diet soda has fallen by more than 27% - a loss of 834 million cases. In 15 years, the category went from accounting for nearly 30% of all carbonated beverages by volume sold in the US to roughly 25%, according, to Beverage Digest data. </span></p><p><span style="font-weight: 400;">And, the fall of diet isn't slowing down. Diet brands like Diet Coke and Diet Pepsi have accounted for 94% of all carbonated soft drink declines since 2010. </span></p><p><span style="font-weight: 400;">"It's a staggering figure," Jonas Feliciano, a market consultant for Beverage Digest, said at the trade publication's Future Smarts conference in New York in June. </span></p><p><span style="font-weight: 400;">The US is turning against sugar-packed sodas, with nutrition advocate rallying against Pepsi and Coke sale of calorie-packed beverages. Diet sodas at first seem like the perfect replacement - a lower-calorie option that people can drink without worrying about their health. However, sales are dropping even faster than full-calorie beverages. </span></p><p><span style="font-weight: 400;">If soda giants want their diet business to survive in 2016, they need to answer one question: Why do customers hate zero-calorie sodas? </span></p><h3><strong>The demonization of diet</strong></h3><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/565f2898eab8ea451ef65fa3-852/diet-coke-6.jpg" alt="diet coke" data-mce-source="niallkennedy / Flickr" data-link="https://flic.kr/p/LDanw" /><p class="source"><span><a href="https://flic.kr/p/LDanw">niallkennedy / Flickr</a></span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Diet soda hit its peak in 2005, when more than 3 billion cases of diet sodas were sold in a year. However, as diet sodas peaked, concerns regarding aspartame and other artificial sweeteners were gaining momentum. </span></p><p><span style="font-weight: 400;">While the FDA and most nutritionists agree that aspartame is safe to consume, soda giants began to look for other solutions as sales declined. While Coca-Cola remains committed to aspartame, last August, PepsiCo announced that it was cutting aspartame from Diet Pepsi, citing not health concerns, but customer demand. </span></p><p><span style="font-weight: 400;">"Diet cola drinkers in the US told us they wanted aspartame-free Diet Pepsi and we're delivering," Seth Kaufman, senior vice president of Pepsi and Flavors Portfolio, said in a statement. "We recognize consumer demand is evolving and we're confident cola-lovers will enjoy the crisp, light taste of this new product."  </span></p><p><span style="font-weight: 400;">Consumers didn't respond at Pepsi had hoped.  </span></p><p><span style="font-weight: 400;">The </span><a href="http://www.businessinsider.com/customers-complain-about-new-diet-pepsi-2015-8"><span style="font-weight: 400;">negative backlash was immediate,</span></a><span style="font-weight: 400;"> and, instead of stopping falling sales, Diet Pepsi's performance only declined after the new recipe's debut.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/561e76d0bd86ef14008c1b50-1788/diet pepsi.jpg" alt="diet pepsi" data-mce-source="Getty Images/Fernando Leon" /><p class="source"><span>Getty Images/Fernando Leon</span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">"Diet Pepsi is awful," one customer wrote on the company's </span><a href="https://www.facebook.com/PepsiUS?fref=ts"><span style="font-weight: 400;">Facebook page </span></a><span style="font-weight: 400;">soon after the aspartame-free version was released. "I hate the new flavor."</span></p><p><span style="font-weight: 400;">Ultimately, Americans drank less of both Diet Coke and Diet Pepsi - the two brands that make up half of all diet soda sales - in the last year. In 2015, Diet Pepsi consumption dropped by 5.8% by volume, while Diet Coke dropped by 5.6%, according to Beverage Digest data. </span></p><p><span style="font-weight: 400;">Clearly, including or cutting aspartame isn't the only problem in the diet soda industry. Instead, the issue may be in the inherent nature of diet sodas.</span></p><p><span style="font-weight: 400;">"The focus has largely been on new product formulations that seek to mimic their full sugar counterparts. That, in essence, is where some of the problems lie," Feliciano said of the diet soda industry. "There's no no-calorie sweetener that is currently on the market that can 100% mimic the taste of sugar or high fructose corn syrup."</span></p><p><span style="font-weight: 400;">Basically, when you want a Coke, you want a Coke, not something that tastes kind-of like a Coke. Some customers have become die-hard Diet Coke or Diet Pepsi fans - and, when companies change formulations to fit health trends, they lose those customers. </span></p><p><span style="font-weight: 400;">However, new customers seeking lower-calorie options aren't gravitating towards lower-calorie imitations, as the anti-artificial ingredients trend remains strong in the food and beverage business. </span></p><p><span style="font-weight: 400;">While this creates problems for diet soda brands, it also provides a possible solution for the industry. </span></p><h3><strong>What's healthy now</strong></h3><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57630c059105841c008c98e4-1332/3232189638_6a1618a947_o.jpg" alt="Energy Drinks" data-mce-source=" Simon Desmarais/Flickr" data-link="https://www.flickr.com/photos/simonippon/3232189638" /><p class="source"><span><a href="https://www.flickr.com/photos/simonippon/3232189638"> Simon Desmarais/Flickr</a></span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Instead of diet soda, consumers are turning to functional beverages: options like energy drinks, sports drinks, tea, and bottled water that serve a clear purpose for consumers. </span></p><p><span style="font-weight: 400;">In the same 15-year period the diet sodas declined by 28%, single-serve bottled water sales grew 76% by volume. Sports drinks grew 20%, while bottled, ready-to-drink tea grew a whopping 91%.</span></p><p><span style="font-weight: 400;">"A big part of their success is there is no full-flavor original to compare them to," said Feliciano.  </span></p><p><span style="font-weight: 400;">As it's become clear that diet sodas aren't the new, healthy option that consumers are looking for, soda companies have been scrambling to invest in beverages that Americans are drinking, many of them noncarbonated.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/568556d3c08a80d7118b616f-845/screen shot 2015-12-31 at 11.19.07 am.png" alt="smart water" data-mce-source="@smartwater on Instagram" data-mce-caption="Soda companies are increasingly betting on water." /><p class="source"><span>@smartwater on Instagram</span></p><p class="caption">Soda companies are increasingly betting on water.</p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Coke announced in April that sales of noncarbonated "still" beverages, including water and Minute Maid, </span><a href="http://www.usatoday.com/story/money/2016/04/20/coke-q1-beats-estimates-still-beverage-growth-drives-quarter/83240082/"><span style="font-weight: 400;">had increased 7%</span></a><span style="font-weight: 400;">. Its packaged-water volume increased in the double digits in the first quarter of 2016, as did other healthier ready-to-drink options, like sports drinks (7%) and tea (2%).</span></p><p><span style="font-weight: 400;">"Over the last 15 years, we've gone from still being a single-digit part of our portfolio to now over 25% of our portfolio," Coca-Cola COO James Quincey said of non-carbonated offerings in an earnings call in April. "We expect to continue to grow faster in stills ... and we'll continue to look for acquisitions to accelerate our growth."</span></p><p><span style="font-weight: 400;">Early in June, Coca-Cola announced it is buying the largest soy-beverage brand in Latin America</span><a href="http://www.businessinsider.com/coca-cola-acquires-ades-for-575-million-2016-6"><span style="font-weight: 400;"> for $575 million.</span></a><span style="font-weight: 400;"> In January, the company </span><span style="font-weight: 400;"> </span><a href="http://www.businessinsider.com/africa-is-the-future-of-coca-cola-2016-2"><span style="font-weight: 400;">purchased a 40% stake </span></a><span style="font-weight: 400;">in Nigeria's largest juice maker, TGI Group's Chi Ltd, in January, with plans to buy the rest within the next three years. </span></p><p><span style="font-weight: 400;">PepsiCo CEO Indra Nooyi said in April that less than 25% of the </span><a href="http://www.businessinsider.com/pepsi-shifts-away-from-soda-2016-4"><span style="font-weight: 400;">company's global sales are from soda.</span></a><span style="font-weight: 400;"> Instead, the company is focusing on healthy snacks and non-carbonated beverages - a process the company calls "future-proofing."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/51191774ecad049663000013-2400/mountain-dew-kickstart.jpg" alt="mountain dew kickstart" data-mce-source="AP" /><p class="source"><span>AP</span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">However, when it comes to "future-proofing" the soda business, it's clearly not simply about cutting sugar and calories. If it was, the diet soda industry would still be thriving. Instead, it comes down serving a beverage that serves a function for consumers - and doesn't try to imitate the sodas that Americans know so well.</span></p><p><span style="font-weight: 400;">For example, PepsiCo's Mountain Dew Kickstart has been one of the biggest success stories in the beverage industry in recent years. A 12-ounce can contains real juice, 60 calories, and 92 mg of caffeine. It's not a health drink, but it is one that fits a consumer's need for caffeination, without the negative stigma associated with soda. </span></p><p><span style="font-weight: 400;">'The energy beverage brand, which launched in 2013, now generates more than</span><a href="http://www.pepsico.com/live/pressrelease/mtn-dew-kickstart-expands-product-lineup-with-introduction-of-four-bold-new-flav01192016"><span style="font-weight: 400;"> $300 million in annual retail sales.</span></a></p><p><span style="font-weight: 400;">In 2016, when consumers think healthy, they don't think diet. Instead, they think of water, sports drinks, and energy drinks, even if these beverages are packed with calories and sugar. It's a major shift for the beverage industry - but, it's one that provides an opening for new brands and acquisitions that fit a new definition of health. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-much-sugar-is-in-coke-mountain-dew-starbucks-2015-8">Here's how much sugar is in your favorite drinks</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

One of the most popular beverages in America is becoming extinct

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/566597a484307617008b7df6-515-386/screen shot 2015-08-07 at 12.24.25 pm.png" alt="Keurig Kold" data-mce-source="Keurig" /><p class="source"><span>Keurig</span></p></div><p></p></div></div>Keurig Green Mountain's next big thing is its cold-drink maker, as the recently-acquired company attempts a financial comeback. <br /><br />Called the Kold, it is going to be rolled out nationally next year. Right now, it is available on the company's website and in a few retailers.</p><p>On Monday, Keurig announced it is being acquired by JAB Group - which also has a majority stake in coffee-centric companies such as Peet's Coffee &amp; Tea<span>, </span>Caribou Coffee Company<span>,</span> and Jacobs Douwe Egberts - <span>for $92 per share. </span></p><p><span>The deal comes</span> after a year in which <span>shares of Keurig lost about 60% of their value, with<span> an all-time split-adjusted high of around $150 per share last November. </span></span><br /><br />Keurig faces a saturated market for its hot drink brewing machines, which means a lot is riding on the Kold - which can deliver a carbonated, chilled beverage in 90 seconds without using a CO2 canister. <br /><br />There's a lot of technology - and money - behind this. The company <span>filed </span><a href="http://www.coca-colacompany.com/innovation/introducing-keurig-kold-home-system-delivers-fresh-made-beverages-including-coca-cola-with-push-of-a-button/"><span>more than 50 patents,</span></a><span> and has another 100 applications pending, over the course of five years as it developed the system. Keurig invested about $100 million in the device in fiscal 2015, and said in September it planned to spend a similar amount in 2016.<br /></span><span><br />However, the roll out has so far been limited and often negative. Critics of the Kold have been quick to point out some big flaws in the device: it's expensive, large, needs to get warmed up and isn't more convenient than popping open a soda, according to some <a href="http://www.businessinsider.com/keurig-kold-reviews-are-brutal-2015-10">complaints on Keurig's website and Facebook page.<br /></a><span><a href="http://www.businessinsider.com/keurig-kold-reviews-are-brutal-2015-10"><br /></a>But a closer look at how the device works also reveals a few hints to how Keurig might be able to do to address some of these issues.</span></span></p>

Keurig isn't just about coffee anymore -&#160;here's the groundbreaking technology that is the future of the business

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5735fd789105842b008c2ba2-1778/starbucks-frappuccinos-thumb.jpg" alt="Starbucks Frappuccinos thumb (no watermark)" data-mce-source="Hollis Johnson" /><p class="source"><span>Hollis Johnson</span></p></div><p></p></div></div></span>Soda consumption is falling in the US, with the accepted reason being that Americans are turning away from sugary beverages.</p><p>But what if the reason isn't nutrition - it's because a new competitor is stealing away business?</p><p>"Starbucks has taken the [carbonated soda] occasion," said RBC analyst Nik Modi in June at Beverage Digest's Future Smarts conference, noting that many of the coffee chain's beverages are more caloric and sugar-packed than top soda brands.  </p><p>"Twenty years ago, people used to wake up with a Diet Coke or a Diet Pepsi," said Modi. "At around 2 o'clock, they'd have another and take a break. Walk in front of a Starbucks at 8 a.m. and 2 p.m. and tell me how long the lines are."</p><p>In 1995, Starbucks served its first Frappuccino - a super-sugary beverage that often has more calories than a can of Coke and that has become a huge part of the coffee chain's business. At the time, the chain had 677 locations. Twenty-one years later, the chain has more than 22,000 locations around the world.</p><p>With the rise of Starbucks, the coffee industry in general has seen tremendous growth. In the last four years, coffee has gone from a $7 billion annual industry (for the 52 weeks ending June 2, 2012) to a $9 billion business (for the 52 weeks ending May 28, 2016), according to Nielsen data.</p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56e96c779105844e018b6b92-2400/healthy cokes_mill (1).jpg" alt="Coca-Cola, Coke, Coca Cola" data-mce-source="AP Photo/Wilfredo Lee" data-mce-caption="8.5 ounce bottles of Coca-Cola at the Cadillac Championship golf tournament in Doral, Fla." /><p class="source"><span>AP Photo/Wilfredo Lee</span></p></div><p></p></div></div></span></p><p>Meanwhile, soda sales in the US per capita have dropped <a href="http://www.businessinsider.com/big-soda-is-fighting-science-on-sugar-2015-11">25% since 1998</a>.</p><p>How has Starbucks succeeded while the biggest brands at Coca-Cola and Pepsi have fallen?</p><p>According to Modi, the coffee chain has provided customers with something that soda giants forgot - purpose.</p><p>"The beverage industry is not about health and wellness - it's about functionality and purpose," he said. "Twenty years ago, the function and purpose for Coke and Pepsi were much more wide than they are today."</p><p>Modi says that consumers still love caffeine, bubbles, and sugar. They just aren't going to Coke and Pepsi to fulfill those needs any more.</p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56b26a4f2e52651a008b4a43-877/screen shot 2016-02-03 at 2.17.40 pm.png" alt="jennifer aniston smartwater" data-mce-source="Flickr" /><p class="source"><span>Flickr</span></p><p class="caption">Sales of bottled-water brands like Smartwater have grown, as soda consumption has decreased.</p></div><p></p></div></div></span></p><p>The most successful brands in the beverage industry in recent years have been able to pinpoint a purpose, and provide a solution, often related to health.</p><p>In the past 15 years, single-serve bottled-water sales grew 76% by volume. Sports drinks grew 20%, while bottled, ready-to-drink tea grew a whopping 91%. In the last four years, standouts in the soda industry have been Sprite, Wild Cherry Pepsi, Fanta, and Mello Yello - brands that aren't necessarily healthy, but that avoid the negative PR associated with Pepsi and Coke.  </p><p>The success of these beverages, as well as Starbucks' drinks, such as the S'mores Frappuccino and the Pumpkin Spice Latte, prove, in Modi's opinion, that the issue isn't sugar - it's marketing.</p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56110d449dd7cc22008bf272-495/screenshot 2015-10-04 at 12.27.08.png" alt="coca cola america the beautiful" data-mce-source="Coca-Cola" /><p class="source"><span>Coca-Cola</span></p><p class="caption">Modi argued that much of Coca-Cola's recent advertising hasn't focused on the consumer.</p></div><p></p></div></div></span></p><p>Modi says that recent soda advertising, prior to the current Taste the Feeling campaign, cut consumers and their reasons for drinking soda out of the equation, failing the consumer.</p><p>Complicating matters is the consolidated effort of health and nutrition groups in the fight against the soda industry.</p><p>"Soda follows tobacco's playbook to the letter," Marion Nestle, a professor of nutrition, food studies, and public health at New York University, <a href="http://www.businessinsider.com/how-soda-is-the-new-tobacco-2015-12">told Business Insider</a>.</p><p>Taxes and other government regulation, efforts to prevent marketing to children, and education campaigns <a href="http://www.businessinsider.com/big-soda-is-fighting-science-on-sugar-2015-11">have focused on Pepsi and Coke </a>to a much greater degree than Starbucks, energy drinks, or even other types of soda.</p><p>This negative PR, combined with what Modi considers sub-par marketing, has helped drive consumers to different beverages to fulfill their morning caffeination and mid-afternoon break needs.</p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5747131652bcd022008c54c9-2400/img_4881.jpg" alt="Starbucks Nitro Cold Brew" data-mce-source="Kate Taylor" /><p class="source"><span>Kate Taylor</span></p><p class="caption">Starbucks has drawn in coffee snobs with beverages like Cold Brew Nitro.</p></div><p></p></div></div></span></p><p>Starbucks is a company that is acutely aware of consumer perceptions, carefully balancing its menu with both <a href="http://www.businessinsider.com/starbucks-launches-nitro-cold-brew-2016-5">gourmet, coffee-snob approved beverages</a> and <a href="http://www.businessinsider.com/starbucks-launches-new-trifles-2016-6">sweet, sugary options</a> to appease all customers. This, combined with the company's famously progressive attitude, has helped the chain avoid much of the backlash associated with other companies selling sweet drinks.</p><p>Now, PepsiCo and Coca-Cola seem to be trying to fix their own reputations, with <a href="http://www.businessinsider.com/category/coca-cola">growing investments</a> in beverages like bottled water and sports drinks. </p><p>Starbucks has exploded in the last 20 years - and is showing no sign of slowing. If PepsiCo and Coca-Cola want to compete, they're going to have to invest in beverages of their own that fulfill customers' nutritional needs.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-much-sugar-is-in-coke-mountain-dew-starbucks-2015-8">Here's how much sugar is in your favorite drinks</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '5neDU3dzrg1YS_BpPwOrPzdig1sZbm9X',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Is Starbucks to blame for a seismic shift in the soda industry?

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5716499452bcd023008bd8b9-940-705/12376260_10153823684237472_6235930457986301828_n.png" alt="Smartwater" data-mce-source="Smartwater" data-link="https://www.facebook.com/smartwater/photos"><p class="source"><span><a href="https://www.facebook.com/smartwater/photos">Smartwater</a></span></p></img></div><p></p></div></div>In the next few years, bottled water will likely </span><a href="http://www.plasticsnews.com/article/20140204/NEWS/140209982/bottled-water-soon-will-take-the-beverage-crown"><span style="font-weight: 400;">overtake carbonated-soft-drink sales</span></a><span style="font-weight: 400;">. However, instead of panicking, Pepsi and Coke are investing. </span></p><p><span style="font-weight: 400;">On Monday, PepsiCo CEO Indra Nooyi said on Monday that less than 25% of the company's global sales are from soda. In comparison, nutritious items such as fruits, water, and unsweetened tea also now make up 25% of the company's sales. </span></p><p><span style="font-weight: 400;">"</span><span style="font-weight: 400;">[Pepsi has] been future-proofing our product portfolio, reshaping it to capitalize on consumers' increasing interest in health and wellness," Nooyi said in an investors' call. </span></p><p><span style="font-weight: 400;">At the top of the list: bottled water. </span></p><p><span style="font-weight: 400;">US consumption of bottled water is about to overtake soda, according to Euromonitor data, <a href="http://qz.com/664177/soda-is-about-to-go-under-water/">reports Quartz.</a></span></p><p><span style="font-weight: 400;"><div><div class="atlas-chart" data-id="rkjH9Dzl" data-width="640" data-height="409"><img src="https://www.theatlas.com/i/atlas_rkjH9Dzl.png" style="max-width: 100%;" /></div><script src="https://www.theatlas.com/javascripts/atlas.js"></script></div></span></p><p class="embed-spacer"><span style="font-weight: 400;">Water is currently one of the hottest beverages in the nonalcoholic-drink market, with consumption of water brands Dasani, Aquafina, and Poland Springs increasing in volume from</span><a href="http://www.businessinsider.com/people-drinking-less-coke-and-pepsi-2016-3"><span> 6.5% to 11.4% in 2015.</span></a><span style="font-weight: 400;"> For comparison, the amount of Coca-Cola consumed by Americans dropped by 1% by volume, while Pepsi Cola dropped 3.2%.</span></p><p><span style="font-weight: 400;">When it comes to nutrition, nothing has a better reputation than bottled water. That flawless image fits perfectly into PepsiCo and Coca-Cola's hopes for a reputation makeover in 2016, after sugar-related concerns </span><a href="http://www.businessinsider.com/cokes-changing-relationship-with-sugar-2015-12"><span style="font-weight: 400;">drove soda sales down</span></a><span style="font-weight: 400;"> and </span><a href="http://www.businessinsider.com/how-soda-is-the-new-tobacco-2015-12"><span style="font-weight: 400;">negative headlines up</span></a><span style="font-weight: 400;"> in 2015.</span></p><p><span style="font-weight: 400;">However, the beverage isn't without its critics.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/51d1a7da69beddc94c00000b-834-626/sparkling-bottled-water-1.jpg" alt="Sparkling Bottled Water" data-mce-source="Via Wikimedia Commons" data-link="http://commons.wikimedia.org/wiki/File%3ASparkling-bottled-water.jpg"><p class="source"><span><a href="http://commons.wikimedia.org/wiki/File%3ASparkling-bottled-water.jpg">Via Wikimedia Commons</a></span></p></img></div><p></p></div></div></span></p><p><span style="font-weight: 400;">"Bottled water is the marketing trick of the century," writes </span><a href="http://theweek.com/articles/447517/bottled-water-marketing-trick-century"><span style="font-weight: 400;">John Jewell in The Week</span></a><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">Companies selling bottled water, he argues, have managed to convince Western consumers that buying water is a healthier choice than sugary soda.</span></p><p><span style="font-weight: 400;">According to Jewell, the comparison is a case of false equivalence. Bottled water isn't simply an alternative to soda - it's an alternative to the much more inexpensive and eco-friendly tap water.</span></p><p><span style="font-weight: 400;">"The purchase of bottled water allows us to communicate our uniqueness and the care we have for bodies and the environment," writes Jewell.</span></p><p><span style="font-weight: 400;">This nutrition-minded and independent sense of self is exactly what soda giants like Pepsi and Coke are currently trying to tap into.</span></p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56b26a4f2e52651a008b4a43-877-658/screen%20shot%202016-02-03%20at%202.17.40%20pm.png" alt="jennifer aniston smartwater" data-mce-source="Flickr"><p class="source"><span>Flickr</span></p></img></div><p></p></div></div><p><span style="font-weight: 400;">However, while bottled water can cost </span><a href="http://www.businessinsider.com/bottled-water-costs-2000x-more-than-tap-2013-7"><span style="font-weight: 400;">2,000 times as much as tap water</span></a><span style="font-weight: 400;">, the beverage yields surprisingly low profit margins for companies. So these beverage giants are not only investing in simple bottled tap water - the most straightforward marketing trick in existence - but also new, pricier takes on the classic H2O.</span></p><p><span style="font-weight: 400;">Earlier this year, Pepsi debuted new sparkling Aquafina flavored waters. The drinks were the "official hydration sponsor of New York Fashion Week" this spring, a glitzy title that continues the elevation of the most basic beverage. At the same time, Coca-Cola has rolled out sparkling Smartwater, with actress Jennifer Aniston as </span><a href="http://greatideas.people.com/2016/01/21/jennifer-aniston-infrared-saunas-justin-theroux/"><span style="font-weight: 400;">spokesperson</span></a><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">Bottled water is a $13 billion business that, logically, doesn't need to exist. It is also an industry that won't stop growing. As Americans turn away from soda, that's exactly the kind of beverage companies like Pepsi and Coke need in their portfolio. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/device-turns-bottles-into-plastic-rope-2016-3">This device turns bottles into plastic string, and will change the way we recycle</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="t3OTc0MjE6syiN1o-g8w7xtKVnnEyoEn" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 't3OTc0MjE6syiN1o-g8w7xtKVnnEyoEn',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

You Searched For "carbon negative tea" and got 12 results

Beyond Organic: The Business of Fair Trade, Carbon Negative Teas

Guest Author

A Gen Xer from California moved to Kentucky and bought a $60,000 house on an acre of land: 'I have no plans on ever going back'

Noah Sheidlower

I'm planning a trip to Japan. Sustainability experts reviewed my itinerary and shared 9 fixes to make it a more eco-conscious vacation.

Monica Humphries

Nearly all affluent Indians prefer to buy socially and ecologically sustainable products, claims the AmEx report

Vaamanaa Sethi

How to make a fruity jungle juice punchbowl that will be a hit at your next party

Megan Wahn

A 'Bachelor' contestant was the target of an intricate misinformation campaign. Now, the online fandom that 'canceled' her wants to apologize.

Margot Harris

How to boost libido and have better sex after menopause, according to OB-GYNs

Sarah Fielding,Olivia P. Myrick

Is Starbucks putting Coca-Cola and Pepsi out of business?

KATE TAYLOR

One of the most popular beverages in America is becoming extinct

KATE TAYLOR

Keurig isn't just about coffee anymore - here's the groundbreaking technology that is the future of the business

Kate Taylor,Benjamin Zhang

Is Starbucks to blame for a seismic shift in the soda industry?

Kate Taylor

The future of Coca-Cola and Pepsi depends on this unexpected beverage

KATE TAYLOR

You Searched For "carbon negative tea" and got 12 results

Beyond Organic: The Business of Fair Trade, Carbon Negative Teas

Guest Author

A Gen Xer from California moved to Kentucky and bought a $60,000 house on an acre of land: 'I have no plans on ever going back'

Noah Sheidlower

I'm planning a trip to Japan. Sustainability experts reviewed my itinerary and shared 9 fixes to make it a more eco-conscious vacation.

Monica Humphries

Nearly all affluent Indians prefer to buy socially and ecologically sustainable products, claims the AmEx report

Vaamanaa Sethi

How to make a fruity jungle juice punchbowl that will be a hit at your next party

Megan Wahn

A 'Bachelor' contestant was the target of an intricate misinformation campaign. Now, the online fandom that 'canceled' her wants to apologize.

Margot Harris

How to boost libido and have better sex after menopause, according to OB-GYNs

Sarah Fielding,Olivia P. Myrick

Is Starbucks putting Coca-Cola and Pepsi out of business?

KATE TAYLOR

One of the most popular beverages in America is becoming extinct

KATE TAYLOR

Keurig isn't just about coffee anymore -&#160;here's the groundbreaking technology that is the future of the business

Kate Taylor,Benjamin Zhang

Is Starbucks to blame for a seismic shift in the soda industry?

Kate Taylor

The future of Coca-Cola and Pepsi depends on this unexpected beverage

KATE TAYLOR

Keurig isn't just about coffee anymore - here's the groundbreaking technology that is the future of the business