A metal fiber, copper, and titanate free non-asbestos friction material for brake pads is provided. The friction material includes a binder, such as a phenolic resin, forming 16-24 % by volume; a fiber, such as aramid fiber, forming 4-12 % by volume; a lubricant, such as a blend of antimony tri-sulfide and another metal sulfide, forming 2-5 % by volume; and at least one abrasive, such as a blend of mineral fiber, magnesium oxide, and mica, forming 10-22 % by volume. The friction material further comprises rubber powder in an amount of at least 4 % by volume. The brake pad can be formed by a cost effective process consisting essentially of mixing the ingredients, pressing and curing the friction material to a backing plate, and post baking the brake pad.