Welcome to SB Brands for Good: Catalyzing Culture Change Day 2, where we will highlight Strategies and Tactics for Driving Behavior Change at Scale.

The vast majority of today’s travellers (83%) view sustainable travel as important, while 67% feel inspired to adopt more responsible practices when they see them in action. With this in mind, Booking.com ౼ one of the world’s leading digital travel platforms ౼ collaborated with Accor and the University of Surrey to bring academic rigor to the development of an innovative research protocol. This study was designed to help address a key challenge shared by many in the hospitality sector: how to communicate effectively about sustainability. Recognizing the cross-sectoral nature of this issue, we contribute with this report to tackling it together. The resulting report, "Engaging Travelers to Embrace More Sustainable Behaviors," serves as a unique tool for change, designed for everyone in the hospitality sector striving to address these concerns and strategies with the potential to influence consumer behaviors across multiple settings.

In a world where time is short and public spaces are packed, waste is piling up—and so is consumer confusion. Brian Sano, Head of Strategy at Intuitive AI, reveals how Oscar Sort, the AI Recycling Assistant, is transforming airports, arenas, and iconic destinations by eliminating uncertainty at the bin and helping properties reach zero-waste goals. This session explores how AI and behavioral science meet at the point of disposal to educate travelers, improve recycling rates, and offer brands a powerful moment of connection with purpose-driven consumers. Discover how waste bins are becoming the next frontier for sustainability storytelling and culture change.

Welcome to SB Brands for Good: Catalyzing Culture Change Day 2, where we will highlight Strategies and Tactics for Driving Behavior Change at Scale.

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

Sustainability commitments don’t deliver impact on their own. They need to be activated through culture. This session will explore how companies are rethinking culture change to better connect with external audiences and to engage their workforce as a catalyst for impact. Discover why internal activation is essential to advancing sustainability and shaping the future of business.