Historians have long explored the links between the environmental and the economic. Yet as the global climate crisis deepens with every passing month, it becomes ever more obvious just how related the environmental and the economic are. Driven by the by-products of economic growth, rising sea levels, floods, droughts, and extreme heat devastate ecosystems and claim increasing numbers of lives. They also continue to wreck enormous economic damage, itself the cause of untold immiseration. The climate crisis, most obviously, is an environmental crisis. But it is also an economic crisis and a crisis of political and social action.

In the early 2000s, California-based Guayakí popularized the caffeinated drink, yerba mate, among young people and creative types. With revenues of $100 million, Guayakí dominates the U.S. market where it is synonymous with yerba mate. This essay explores how Guayakí transformed a foreign product with deep local meaning, widespread popularity, and a long history in southern South America from a shared beverage and social practice into a healthy energy drink. Typically, localization entails multinational companies and local consumers adapting and giving new meanings to an exotic foreign product or brand. In contrast, local entrepreneurs radically changed yerba mate while preserving part of its narrative. Guayakí promotes product authenticity based on a narrative of South American Indigenous origins, stimulating qualities, and health benefits that fits with superfoods, while a narrative of green capitalism promotes brand authenticity. But that was not enough to popularize yerba mate. The product had to be adapted to consumer taste preferences and values that challenge the foundational ideas of superfoods and green capitalism. As a result of consumer input acquired through grassroots marketing, Guayakí transformed a shared infusion into something closer to a soft drink—a pre-prepared, individual-sized beverage served in a single-use bottle or can with flavoring and sugar levels tailored to U.S. consumers. The essay exposes the role of local entrepreneurs and consumers in shaping product development and localization. It complicates our understanding of product authenticity and brand authenticity while exposing the limitations of green capitalism, ethical consumerism, and activist entrepreneurship.

From the 1940s to the 1970s, British governments steered manufacturing businesses to peripheral regions designated as needing more employment. This approach was delivered through a Regional Policy that deployed industrial location controls and financial incentives. Effectiveness varied over time but was dramatic in the mid-1940s, when it boosted the regional stock of secondary manufacturing to the extent that its legacy remains visible today. The literature describes how this Regional Policy was a peacetime policy, albeit one formulated during the war. This article, however, proposes that the most successful phase of Regional Policy was an extension of wartime policies governing regional manufacturing businesses producing munitions. It uses a case study of Wales to make two arguments. One is that the Regional Policy associated with the postwar period began to be implemented before the war had ended. The other is that the Board of Trade pursued the policy through repurposed wartime governance mechanisms within an economy that remained subject to onerous state controls. The case outlines a short but consequential burst of assertive state involvement that shaped business activity throughout much of regional Britain, echoing Philip Scranton and Patrick Fridenson’s arguments concerning “the state always being in” given its role in shaping markets, business behavior, and regulations.