# The New Cool: Choosing Moderation in a World of Excess

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**Date:** March 14, 2026 · 10:00 PM  
**Location:** Hilton Austin Downtown / Salon E  
**Format:** Panel  
**Track:** Culture  
**Reviews:** 0

## Speakers

- **Leslie Crutchfield** — Director, Business for Impact
- **Jon Levy** — Behavioral Scientist and Author
- **Catalina Garcia** — Global Director of Corporate Affairs
- **Bettina Grajcer** — Purpose Strategist & CEO

New generations are redefining consumption, choosing balance, moderation, meaning, and authenticity over excess. Using Georgetown University’s case study of AB InBev’s Global Smart Drinking Goals, this session explores how brands can leverage marketing expertise and innovations that meet consumers’ desire for more balanced choices, such as lower and no-alcohol beer, and influence to shape social norms and create shared value. The discussion highlights how purpose-driven strategies can drive behavior change, reinforce positive behaviors, promote moderation, and deliver sustainable growth.

## Transcript

A transcript is available for this session: [Read transcript](/sessions/2026-03-14/pp1162891-the-new-cool-choosing-moderation-in-a-world-of-excess/transcript)

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## Reviews

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