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Brands Jockey to Attract Greener Generation of Marketing Grads

May 16, 2008 - Fierce competition for top management talent is spilling over into the branding arena as MBAs lose interest in pushing products that lack a social conscience, Brandweek reports. "One trend we're noticing is that they don't care how much pizza or soft drinks somebody's consuming," says Roxanne Hori, director of the Career Management Center at Northwestern University's Kellogg School of Management. "The product may need to mean more to them."

The result? Companies with greener reps are attracting the most promising MBAs just out of grad school.

"We've seen more students identify as 'crunchy,'" Hori said. "They want to work at companies such as Trader Joe's and Whole Foods and Method. Companies that have a social conscience."

The trend appears working both ways, Brandweek notes. As companies look for new ways to appeal to green consumers, more MBA programs - including Kellogg's - are meeting workplace demand by incorporating sustainability to the curriculum.

Three-quarters of top MBA students say corporate reputation will play a critical role in deciding where to work, according to a recent study.

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