Students from the University of Connecticut’s Master of Science in Social Responsibility & Impact in Business (MSSRIB) program attended the Shaping New England’s Future conference hosted by Rebellion Group.
The event brought together regional leaders, creators, tourism partners, and members of the business community to rethink how marketers tell New England’s story, and how strategic storytelling can inspire travel that strengthens local economies and communities across all six New England states and New York.
Throughout the conference, industry professionals discussed the collective mission to increase regional travel to drive tourism, support infrastructure, and create a sustainable economic impact. A key theme that resonated with students was the powerful role storytelling plays in shaping consumer behavior, particularly in a region where proximity does not always translate into participation.
Student Joy Muiruri reflected on her experience, sharing, “I believe this is an even bigger challenge in Connecticut compared to some of the other New England states — and one that presents a major opportunity for stronger storytelling and strategic marketing. This conference gave me valuable insight into the types of challenges I hope to tackle throughout my career as a marketing professional.”
The conference themes closely align with MSSRIB coursework, which explores how businesses can create shared value through responsible marketing, stakeholder engagement, and strategic communication. By connecting classroom learning with real-world industry dialogue, students gain insight into how marketing can drive both economic growth and community impact.
Opportunities like this allow MSSRIB students to engage directly with leaders working at the intersection of business, regional development, and social responsibility — further preparing them to shape the future of ethical and impact-driven marketing.