Marketing aims to tap into people's insecurities - Case example is mouth wash and marketing the burden of bad breath; sales went from miserable to exploding. Fears transition to Wants, Wants change to Needs, Needs to over-consumerism. The Idea here is to make bringing a 'globally acceptable' reusable travel eco-cup, with lid; a new social norm where using the eco-cup is the expectation and accepted carrier, and anything else is frowned upon. This cup is recognized and it's use receives positive attention and priority access in line at the coffee shop (priority queue similar to the airports). Positive recognition and attention equals repeat behaviors. Incentivizing its use builds in financial savings and increased visits. People feel good about doing their part to protect the Planet - and group behavior strengthens and expands the new social coffee-drinking norm.