Rebecca Veksler is a consumer psychology expert, entrepreneur and founder of SoL Cups, a sustainable products brand she built from her bedroom in Bondi at 21 into one of the world’s top four reusable cup companies. Over a decade, she grew the business into an international brand, partnering with global names including Tommy Hilfiger, Calvin Klein, JP Morgan and Fortnum & Mason, with products stocked across more than 11 countries. Drawing on her experience building a brand from the ground up, Rebecca explores the psychology behind why people buy, what makes brands stand out in crowded markets, and how businesses can earn customer trust and lasting advocacy. Today, she advises brands on growth, operations and brand strategy as a fractional COO and CMO, while co-founding Lumie, an AI-powered health data platform.