Demonstrating their expertise in analyzing problems and creating innovative solutions, Business Honors students from Cal State Fullerton’s College of Business and Economics partnered with Goodwill of Orange County last Friday, Nov. 15, to provide innovative strategies for engaging with Gen Z. The nonprofit, focused on giving the underprivileged opportunities to join and grow in the workforce, was seeking recommendations from today’s students about how the organization can thrive and remain relevant in its next century.

A comprehensive business challenge, involving more than 150 Business Honors students split into 15 teams, was held at Cal State Fullerton’s Titan Student Union, and included sponsorship and support from Big Four accounting firm and college partner Deloitte. With executives from local companies acting as mentors and judges, the competition was a truly holistic event with mutually beneficial outcomes for Goodwill of OC, the college and university, the Business Honors Program, the college’s business network, and the student participants.

The winning team was comprised of nine Business Honors students: Lily Gustafsson ’25, Lily Matthews ’27, Victoria Chong ’26, Erick Alvarez ’26, Everett Still ’26, Crishalline Mae Padua ’26, Harrison Knutson ’28, Anissa Felix ’28, and Emily Suarez ’28.

Nicole Suydam, president and CEO of OC Goodwill, and Corrine Allen, Chief Operating Officer of OC Goodwill, shared that data analytics has transformed their organization, but the revolution is still ongoing. And many more insights are needed to project out over the next century to understand how OC Goodwill can stay competitive. Suydam said, “Most nonprofits are behind in the process. Since we are larger, we have more resources. But nonprofits generally are still figuring out this change. E-commerce is definitely an area where student-led insights could help us expand and grow. Right now, we have a good sense of what people want to buy online, but how can we use AI to help enhance the experience even more?”

Additionally, the growing presence of for-profit thrift stores has intensified competition, prompting Goodwill OC to adapt and innovate to maintain its relevance for this generation. Allen added, “For the younger generation they are focused on investigating everything. I think for us it’s taking this younger demographic and figuring out how we can refine our business model so we stay relevant to them. “

“We don’t have anyone from Gen Z on our leadership team, so hearing the student insights will open our minds,” Suydam says. “Plus, whether it’s having a career in nonprofits or being a board member or volunteer, I believe students should be aware of the impact of nonprofits in the community and be encouraged to be a part of these organizations. We are helping to shape the next generation that will help us build and grow.”

“Allowing students to participate in a case study competition allows Business Honors students to practice solving real-world problems,” says Atul Teckchandani, management professor and director of the Business Honors Program. “The intense nature of these competitions also offers opportunities for students to strengthen their soft skills, such as how they work with others and how they present their ideas. I am so grateful to the Business Honors professional development student team and industry partners for making this event possible.”

The student winners did receive prize money: $150 for each member of the first-place team, $100 for each second-place team participant, and $50 for students in third place. But more significant long-term for student career development was the experience of making decisions in a limited time under pressure. 

Teamwork, the assessment of individual strengths and weaknesses while working toward a common goal of creating client value, and the challenge of effective communication to an outside entity in both oral and written mediums are among the coveted career skills gained by students at competitions such as this.

Many Business Honors Program alumni are now leaders across many industries in Southern California, focused on giving back to the next generation. With the recent expansion to include high-achieving transfer students, the Business Honors Program is committed to recognizing and supporting student talent across diverse backgrounds and experiences. For more on the program, read our articles on Business Honors.