Globalization doesn’t have to be unsustainable. Companies can adopt practices to reduce their environmental impact. For instance, they can ship goods in bulk instead of smaller, more frequent shipments to reduce emissions. Companies can also make international supply chains more sustainable by implementing green logistics, such as using cleaner fuels, optimizing routes, and investing in electric or hybrid delivery vehicles.
As we face an unprecedented environmental crisis, the need for sustainable solutions has never been more urgent. This series seeks to spotlight the innovative minds and passionate advocates who are leading the charge in environmental conservation and sustainable practices. We aim to explore the most effective strategies, breakthrough technologies, and transformative policies that are shaping a more sustainable future for our planet. As a part of this series, I had the distinct pleasure of interviewing Yujin Anderson Of Steamericas.
Yujin Anderson, CEO and owner of Steamericas, leads a minority woman-owned business committed to driving sustainability through advanced cleaning solutions. With a BA in International Peace Studies from the University of Notre Dame, Yujin seamlessly blends her dedication to environmental responsibility with her business acumen to offer dry vapor steam machines designed to be eco-friendly, water-efficient, and cost-effective. Headquartered in California, Yujin is also a devoted wife and mother of three, advocating for inclusivity in business leadership while championing innovative, sustainable practices that contribute to a cleaner, greener future.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I was born and raised in South Korea. Although I have looked for a different career path, my dad developed this technology, somewhat by accident, close to 20 years ago. As his business and customers’ needs evolved, I got involved because I was living in the US at the time and wanted to help him expand this opportunity.
Since I was little, I have wanted to work with and for human rights. That’s my real “why.” Although I am now in a for-profit business, I like to think that by helping big and small companies save water and resources and by assisting them in keeping our groundwater safe, I am contributing to people’s right to safe drinking water.
In college, I studied international peace studies and social and cultural anthropology. My goal was to work with an organization like the United Nations and contribute to human rights. When my dad’s company recruited me, I was studying for the LSAT because I was planning to attend law school.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
I remember February 2020, just before the pandemic fully unfolded. I visited a customer for a training, and one of the first things I was asked was, “Did you bring the China virus?” As a Korean-American woman working in a male-dominated and conservative industry, I was no stranger to prejudice, but this moment struck a particularly deep chord. Ironically, later that same year, that customer made significant profits selling our steamers, as they became a sought-after solution for sanitization during the pandemic.
This wasn’t the only time I faced challenges rooted in bias. Early on, many questioned why an “Asian-made” product like ours was priced as a premium solution. There’s a widespread assumption that products from Asia should be cheap, but very few people realized that South Korea’s minimum wage surpassed the U.S. federal minimum wage in 2017. Many factory workers in Korea hold college degrees, making it one of the most highly educated workforces in the world. These are the people building our steamers, and their skill, education, and dedication are what make our machines so reliable. Educating the market to see beyond these stereotypes has been an ongoing process.
At the same time, I’ve had to confront and unlearn my own biases. When I first started out, I made many assumptions about people in my industry who were the opposite of me in terms of gender, race, and age in leadership positions. I assumed they wouldn’t take me seriously or support my business. However, some of those individuals have become the most prominent advocates for my company, my products, and even my employees.
This journey has taught me to be more self-aware and recognize my prejudices as well. The limitations we place on ourselves — no matter our background — are very real. It’s important not to become victims of our own biases but instead to focus on self-improvement rather than blaming external factors. This is a continuous process of learning, growth, and breaking free from the mental ceilings we create for ourselves.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. A can-do attitude
To achieve any goal, you will encounter many obstacles. But it will never happen if you don’t believe it can happen. So, you have to be resilient. You have to believe that it will happen, envision it, and stay positive that you can do this. You also need to have a high level of confidence.
2. Commitment to self-improvement
You have to improve yourself continually. Educate yourself, educate your staff, and educate your customers. If you don’t, you stagnate, and that will be the start of your downfall. The world evolves and you need to do the same.
We didn’t grow up with social media; I may have been one of the first generations to have a computer, and I had to take computer classes. I’ve learned from working with Gen Z and millennials that younger people don’t necessarily know how to use Word documents or business suite products because they’ve been living on mobile devices since they were young. So, I’ve realized that I need to catch up on that, but I also need to train Gen Zs on the office tools they have never had to use. Apple and Google products are excellent and intuitive, but in business settings, it is still critical, for instance, to know how to email appropriately versus text.
3. A belief in “karma banking”
I believe in karma. I believe in doing the right thing for my customers and the community. I think it will reward you at the end of the day, and there’s no such thing as a freebie or an easy sale. When I sell my technology to my customers, I truly believe it’s going to benefit their customers, their businesses, and their communities.
There are times when my technology isn’t the best fit. If it doesn’t make financial sense or presents logistical challenges, I will be upfront about it. Consequently, I have many long-term customers and receive referrals because people trust my judgment and expertise, knowing I’m not merely trying to take their money. It’s about providing the right solution and caring about its impact, such as the customer’s carbon footprint.
The button line is that there are no shortcuts in life. It may seem like that’s the case, but it’s not. I’m going through some difficult economic times for business right now, but we are working hard because it will pay off later. For example, during COVID, we had very high sales because everybody wanted to clean and sanitize. That’s not so top of mind now, but water conservation is in many areas, so I think it all evens out eventually.
Are you working on any exciting new projects now? How do you think that might help people?
I’m exploring ways to help my mobile operation customers source power from solar energy. The CARB SORE (California Air Resources Board Small Off-Road Engine) ban went into effect in 2024, limiting the use of new pressure washers and many other commercial equipment with a gas engine of 25HP and below. By 2028, even generators with specific gas engines will be prohibited. This means our customers relying on on-site generators must find another way to source their power. Also, my customers have other operational challenges. For instance, they need to work underneath shade. I’m trying to find a way to solve this problem, but in a way that doesn’t impact the environment. In addition, while I love and believe in my product, shipping and transporting the steamers creates a carbon footprint. I am looking into a product that doesn’t involve a high level of logistics and carbon footprint but still achieves sanitization.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What pivotal moment led you to dedicate your career to sustainability, and how has that shaped your approach to environmental challenges?
My dream has never been to sell a lot of steamers and get rich. Instead, my dream will always be to have a positive impact on people who live in a less privileged environment and who may not necessarily have what we think of as fundamental human rights. My father once had a customer who could not run much wastewater in the middle of winter because of the dangers posed by it freezing over. The customer, who was using a hot water pressure washer at the time, approached my father, a marine boiler engineer. He developed a product that’s basically a steam boiler retrofitted into a traditional pressure washer. It corrected the hazard and solved a very practical problem. But then I realized how water-efficient the steamer was, too, using only a cup of water instead of about five gallons per minute. I realized that if there were more machines like it, used in various contexts, it could save many gallons of drinking water.
Furthermore, we assist food manufacturers in properly sanitizing their equipment to support food safety. Every year, hundreds of people die from eating food manufactured in industrial settings due to cross-contamination of bacteria like listeria, salmonella, and E. coli. Everybody should feel safe eating food, and that’s one way we contribute to public health.
Could you describe a groundbreaking project or initiative you’ve been involved in that significantly contributed to sustainability?
The industrial steamer industry, including our company and competitors, has helped craft beverage makers, such as wineries, transition from water-based to steam-based sanitation methods, saving over 90% of the water needed to sanitize barrels in the last decade effectively. However, I observed that much of this water is wasted instead of used for barrel treatment without a proper tool to efficiently and safely transport steam from the steamer to the barrels. Additionally, wineries noted that the tools currently available on the market can pose burn hazards to employees.
With input from our reseller and winery customers in Oregon, we developed a solution that maximizes steam capture in barrels while maintaining their integrity (since barrels are handmade and sensitive to pressure). This required a significant amount of trial and error, and many barrels were damaged in the process. However, we now have a highly sought-after steam barrel tool that stays cool to the touch for users, minimizes steam wastage (thus reducing the time and water needed for sanitation), and is completely safe for the barrels as long as the tool is used correctly.
How do you navigate the balance between economic growth and environmental preservation in your sustainability strategies?
I believe they go hand in hand. Often, people feel that you have to spend a lot more money to be sustainable. In my experience, however, it’s usually a win-win situation. For example, our customers who go from place to place to clean vehicles and buildings must pay not only for the cost of water, but also for the additional gas they need to transport the cumbersome, large water tanks in their trucks. Then, the more water there is to heat, the higher the cost. Steamers can save both energy and chemicals. Ultimately, customers benefit from their bottom lines, and they operate in a sustainable way.
In addition, our customers can increase their top lines. Those who recognize a business’s uniqueness and sustainability efforts will often pay more for their services, especially considering that other providers may run wastewater and, therefore, cannot do the job legally or sustainably. Our customers, therefore, get paid more because they can provide a solution that others cannot.
What emerging technologies or innovations do you believe hold the most promise for advancing sustainability and why?
Emerging technologies that focus on resource efficiency, waste reduction, and operational optimization hold significant promise for advancing sustainability. Dry steam technology is a prime example; it drastically minimizes water consumption, using only a fraction of what traditional cleaning methods require, while also eliminating the need for harsh chemicals. This not only reduces environmental impact but also improves worker safety and supports ESG goals.
Beyond our core technology, automation, and IoT integration advancements are game changers. Smart systems that monitor water, energy usage, and operational efficiency allow businesses to optimize resources and reduce their carbon footprint. For example, digital tools like equipment maintenance apps can provide unprecedented progress. These apps monitor machine performance, alert users to routine maintenance, and offer troubleshooting guides for DIY repairs. By empowering users to maintain equipment proactively, we prevent unnecessary part replacements — saving resources — and reduce the need for technicians to drive hundreds of miles for servicing. This significantly cuts down on the carbon footprint associated with transportation while enhancing operational efficiency.
I’m particularly excited about innovations in renewable energy integration and sustainable equipment design. Combining efficient cleaning technologies like dry steam with solar or other clean energy sources creates a powerful combination for achieving ESG targets. These technologies aren’t just ‘nice to have’ — they’re becoming essential for businesses to thrive in a future where sustainability is non-negotiable, especially in states like California, where many gas engine-based generators will be banned by 2028.
Based on your research or experience, can you please share your “5 Top Strategies for a Cleaner Planet”?
1. Favor reusable materials
Where possible, we have moved towards adopting reusable parts after cleaning instead of parts that have to be replaced.
2) Embrace water-saving technologies
This is what we do. After all, why wouldn’t you use a technology that can do the same or better job compared to an existing one that uses 20–30 times more water?
3) Transition to renewable energy sources
Shifting from fossil fuels to renewable energy — such as solar, wind, and geothermal — dramatically reduces carbon emissions. Current technology, for example, captures methane from landfills and turns it into energy.
4. Promote sustainable agriculture and food systems
Conventional agriculture significantly contributes to deforestation, water consumption, and greenhouse gas emissions. Sustainable farming methods, such as regenerative agriculture, can restore soil health, improve biodiversity, and sequester carbon. They also produce healthier food for consumers.
5. Optimize the global supply chain
Globalization doesn’t have to be unsustainable. Companies can adopt practices to reduce their environmental impact. For instance, they can ship goods in bulk instead of smaller, more frequent shipments to reduce emissions. Companies can also make international supply chains more sustainable by implementing green logistics, such as using cleaner fuels, optimizing routes, and investing in electric or hybrid delivery vehicles.
In your view, what are the key steps individuals, communities, and governments need to take to achieve a more sustainable future?
We should strive to recycle, invest in renewable energy, and use public transportation when possible. However, governments must incentivize these steps and make them easier for individuals and communities to pursue.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
One of my other passions is food, and I dream of opening a restaurant in South Korea that features dishes from immigrants’ home countries. They could help plan the menu and explain the food to Korean customers eager to experience their culture. This could provide immigrants with a sense of belonging and community. This project can be implemented in South Korea and any other country with a significant immigrant population that may not receive equal respect or human rights.
What is the best way for our readers to continue to follow your work online?
Our website is the best place to stay current with our work. We have also contributed to many different articles and publications that are available online.
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
The Future Is Green: Yujin Anderson Of Steamericas On Their Top Strategies for a Cleaner Planet was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.