The Utopia Management Scholars Fund Spring 2023

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Utopia Management Scholars Fund Winner Spring 2023

Rylie Callander

Winner’s Home Town

Charleston, South Carolina

College or University Attending

Clemson University

Utopia Scholarship Essay


In a world that seems increasingly divided by conflicts, inequality, and environmental challenges, the pursuit of a utopian society may seem like an idealistic dream. However, as a marketing major with a psychology minor, I firmly believe that these disciplines hold the key to shaping a better future. Through my education and career aspirations, I aim to use the power of marketing and psychology to contribute to a world that is more equitable, empathetic, and sustainable—a world that aligns with the principles of a utopian society.

Understanding Human Behavior

To work towards a utopian world, it is imperative to understand human behavior deeply. My background in psychology provides me with the tools to comprehend the intricacies of the human mind, motivations, and decision-making processes. This knowledge is crucial for marketers as it allows us to create more effective and ethical campaigns that respect individual choices and align with societal well-being. By understanding the psychological underpinnings of consumer behavior, we can influence people positively and guide them towards making choices that benefit themselves and the collective good.

Empathy and Connection

One of the pillars of a utopian society is empathy, which entails understanding and feeling for others. A psychology minor has taught me the significance of empathy and emotional intelligence. This empathy is a valuable asset in the field of marketing, where building genuine connections with customers is pivotal. By connecting with consumers on a deeper emotional level, we can create brands and products that
resonate with their values and needs, ultimately fostering a sense of unity and understanding in society.

Ethical Marketing

The ethical dimensions of marketing play a crucial role in shaping a better world. My marketing major has equipped me with the knowledge of marketing ethics and corporate social responsibility, which are essential elements in contributing to a utopian society. By promoting transparent and responsible marketing practices, we can build trust with consumers and help them make informed choices that align with their values. This ethical marketing approach encourages businesses to take on social and environmental responsibilities, contributing to a more sustainable and equitable world.

Solving Societal Issues

Utopia envisions a world where society’s issues are resolved through cooperation, innovation, and compassion. As a marketing major, I can harness the power of branding and communication to raise awareness about pressing societal issues such as poverty, inequality, and environmental degradation. By strategically creating and promoting campaigns that address these concerns, I can inspire individuals and organizations to take action, contributing to the collective effort towards a more utopian society.

Promoting Sustainability

Sustainability is a core tenet of a utopian world. My marketing major, combined with a psychology minor, equips me with the knowledge and skills needed to promote sustainable practices and consumer behavior. Sustainable marketing strategies, informed by an understanding of psychology, can influence consumers to make choices that are not only good for them but also for the planet. Encouraging responsible consumption, reducing waste, and supporting eco-friendly products are all pivotal steps towards a more utopian, environmentally-conscious world.

Inclusivity and Diversity

A utopian world is one where all individuals are treated equally, regardless of their background or identity. The field of marketing plays a vital role in promoting inclusivity and diversity. By using my education and experience, I aim to challenge stereotypes, break down barriers, and create marketing campaigns that celebrate diversity. In doing so, I hope to contribute to a society where all individuals are seen and valued for their unique contributions.

Community Engagement

A utopian society thrives on community and social bonds. My background in psychology has taught me the importance of social connection, and as a marketing major, I can apply this knowledge to create campaigns that foster a sense of community and collaboration. By engaging communities in meaningful ways, I can help build stronger social bonds and encourage individuals to work together towards common goals, reinforcing the utopian ideal of a harmonious world.


In conclusion, my educational journey as a marketing major with a psychology minor has equipped me with the knowledge and skills necessary to contribute to the pursuit of a utopian world. Through my understanding of human behavior, empathy, ethical marketing, sustainability, inclusivity, and community engagement, I am poised to make a positive impact on society. While achieving utopia may remain an elusive dream, the combined power of marketing and psychology can help bring us one step closer to a
world that is more equitable, empathetic, and sustainable—a world that embodies the principles of a utopian society.

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