MBA Student Sierra Castaldi Shares How Participating in the Social Marketing GBI Shaped Her Perspective on Sustainability in Marketing

Meet Sierra Castaldi, a Graziadio student pursuing an MBA with a concentration in Marketing through the BSM/MBA pathway at Pepperdine. Sierra’s time at Pepperdine has been marked by academic excellence and a strong commitment to professional growth, following her graduation with honors from the BS in Management program in 2023.

In this blog, we’ll dive into Sierra’s Graziadio experience and examine how her involvement with MaCher—a promotional products manufacturer that uses data and academic research to design sustainable products and is a certified B Corp—through the Social Marketing Global Business Intensive (GBI) has deepened her understanding of sustainability in marketing. Explore the insights and lessons that have shaped Sierra’s perspective and learn more about her journey toward becoming a dynamic leader in the marketing field.

Read Sierra’s Interview:

1. How has the GBI-Social Marketing: A Force for Good course influenced your perspective on sustainability and marketing?

Participating in the GBI-Social Marketing: A Force for Good course has influenced my perspective on sustainability and marketing in multiple ways. When meeting with companies and listening to presentations, you can tell which companies have genuine interests in social marketing and sustainability and which do not. Greenwashing became very apparent within the GBI. One of my biggest takeaways was being authentic and genuine in your beliefs and values, not only within sustainability. When a company shows its true self, it will be valued more than parading a false image. With that in mind, the GBI on Social Marketing influenced me to ensure my values are authentic towards sustainability and apply them in my marketing efforts. As a small business owner, it is important to show our future outlook on sustainability and how we plan to evolve in addition to what we are currently doing.

2. Can you describe your role in the MaCher project and how it aligns with Pepperdine’s mission of purpose, service, and leadership?

Within Graziadio’s MBA program, I have had the opportunity to participate in multiple different Pepperdine E2B™ (Education-to-Business) projects. My participation in the MaCher project has been my final E2B project and one of the most interesting! I am one of the team leaders helping direct our team to ensure we can help MaCher with its growth. In this project, we are assisting MaCher in discovering new growth opportunities, exploring potential industries to enter, and addressing internal marketing issues and challenges.

Within each E2B learning experience, students can gain real-world experience, understand strategy and problem-solving, and apply Pepperdine’s values to each project! Purpose - each E2B project has been related to a social purpose that benefits society. Service - students help the community grow by assisting companies and businesses to achieve their goals and grow the economy. Leadership - taking action as a student and showing your knowledge within real-world situations to help companies achieve their goals.

3. What key insights have you gained from MaCher’s approach to sustainable promotional products and their effects on consumer behavior?

Working with MaCher has deepened my understanding of how B2B companies advance sustainability within the corporate world. Their approach to encouraging clients to choose sustainable options focuses on cost-efficiency. By presenting sustainability as a cost-saving opportunity—“If you switch to this sustainable approach, you can save money by…”—MaCher not only offers promotional products but also provides innovative solutions. 

One notable example is their water bottle initiative. MaCher assisted a cruise company in addressing a water bottle issue by transforming it into a sustainable solution, ultimately reducing costs. Since many consumers, particularly corporate clients, are cost-conscious, MaCher leverages this cost-saving angle to promote sustainability and attract clients to more eco-friendly practices.

4. How does your participation in MKTG 682 Marketing Communications for the Digital Age support your understanding and application of sustainable marketing strategies? 

Professor Palmer’s marketing class helps support my understanding of sustainable marketing strategies and master how to communicate a company's message effectively and truthfully to the consumer. This class offers the essential skills to effectively communicate a company's mission, values, and advertising using expert techniques. Within that, the communication of sustainable values must be truthful, or consumers will not see the communications as authentic. The communication behind a message is essential for every company, especially those with sustainable values. Without proper communication, the message will be lost, and the company will lose its uniqueness, rarity, and value towards sustainability.

5. Can you share any upcoming projects or research initiatives you have observed that you find particularly exciting or challenging?

While participating in the Social Marketing GBI, I encountered numerous companies with genuine sustainability goals. Among them, Air New Zealand particularly stands out. During a company tour in New Zealand, I spoke with several high-level employees dedicated to advancing sustainable air travel—a field where significant progress is still needed.

Sustainable air travel remains elusive due to the lack of viable alternatives to gasoline, making Air New Zealand's efforts especially intriguing. Despite not being able to achieve full carbon neutrality, the company takes meaningful steps toward sustainability. These include reducing aircraft weight to lower fuel consumption, using wooden or recycled materials for onboard items, and purchasing carbon credits to offset emissions.

Additionally, Air New Zealand goes beyond physical measures by producing media and advertisements that inspire travelers to protect the environment and Aotearoa, their homeland. These initiatives highlight how even industries traditionally seen as unsustainable can make impactful strides toward a greener future.

6. How has your time at Pepperdine, especially through these courses and projects, shaped your career aspirations in sustainability and marketing?

My time at Pepperdine has shaped my future and career immensely. Not only has the Christian environment helped me prosper within the community, but the drive for sustainability within industries is inspiring! The combination of religion and love of the earth is beautiful to be around. Being within that environment for three years during my schooling has inspired me in many ways. One of my biggest inspirations was to remain authentic with my company's missions and values, ensuring that we don't engage in greenwashing or misrepresent what we truly stand for. Another is to do everything I can to help the company be better in an authentic way, meaning if I can recycle something even as small as a mug, I should. Another is to support the community I am in, such as sponsoring events that support sustainable initiatives and nature is important so that the community can see my company's values and understand my company's commitment to them. My aspirations have always been to promote a healthy Mother Earth and to save animals; joining the Pepperdine community has only reinforced how strong those values are and helped give me the tools to make it happen.

About the BSM/MBA Pathway at Pepperdine University 

Pepperdine University’s BSM/MBA Pathway offers an accelerated route from a Bachelor of Science in Management (BSM) to an MBA. This integrated program enables students to complete both degrees more quickly and seamlessly, benefiting from a cohesive curriculum that combines undergraduate and graduate studies.

Students in the pathway develop advanced leadership skills, engage in professional development, and access a broad network of alumni and industry connections. The program’s flexible learning options accommodate working professionals, while its global perspective and real-world capstone projects prepare graduates for executive roles in a dynamic business environment.