Students green up their behaviors with the Sustainable Business Broncos Challenge
KALAMAZOO, Mich.—Students in Western Michigan University’s Business Ethics and Sustainability course, taught by Dr. Tim Palmer, professor of management, in collaboration with WMU's Office for Sustainability, got to go green by using the GetGreen app to implement behaviors into their everyday lives that address climate change challenges. In a version tailored to Western’s campus and community, the app engaged students in action-oriented sustainability though dynamic technology, refining its approach for Gen Z in the process.
Responsible for creating interactive goals and related tasks within the app that specially corresponded to WMU’s campus, Maddy Sencaj from Granger, Indiana, found she was able to cultivate a great user experience for her fellow students. “This project taught me how to create app features that genuinely attract users while achieving a balance between creativity and utility,” she says. “Additionally, I improved my teamwork, communication and user-centered design abilities. I learned how to manage a group, make choices, and maintain organization as a leader, particularly while balancing input from Dr. Palmer and GetGreen staff. I now have useful abilities I need for my future work in technology and design, particularly when managing projects that blend creativity with practical application.”
Victor Tabuni, from Papua, Indonesia, worked on the class-wide competition that Dr. Palmer, the app developers and the student developers built into the challenge. “I collaborated with the app developers to ensure rewards and identify suitable options to attract students to participate.”
Working on the app gave Jailah Topp, from Detroit, Michigan, real-world application of her digital marketing and project management skills as she led the team in student engagement efforts, curated a calendar to promote campus-specific actions, and developed daily trivia paired with sustainability facts to gamify the learning process.
Playing a critical role in working with GetGreen to customize the app, Topp notes, “I translated abstract goals into actionable features within a digital product, while also maintaining alignment across a team of peers and external stakeholders. The experience taught me how to balance creative input with structure, how to lead with clarity, and to remain agile when facing last-minute updates. I’m especially proud that our implementation at WMU was highlighted as one of the most successful university rollouts by the GetGreen team. That was a validating moment—not just for me, but for everyone who contributed. It proved that when you bring together innovation, collaboration and purpose, students can drive real impact.”
Ultimately, each time a student completed an action, they earned a leaf—a reward within the app that represented a reduction in greenhouse gas emissions. Throughout the three-week challenge, students were able to see their individual and class progress in real time, with a dashboard showing the leaders in adopting climate-friendly behaviors. Over the three-week period, students completed nearly 3,000 actions and accumulated 8,889 leaves, which represented 30 tons of avoided greenhouse gas emissions.
The students who led the app development felt the enthusiasm of the class as their peers collectively worked to make measurable changes and greener choices in their own lives. The kinds of behaviors that students could try out varied and included waste reduction, biking versus driving, supporting small businesses and more.
“One of the things we at GetGreen love about working with universities is how much we learn during the projects," says Brian Ringer, founder and CEO of GetGreen. “The partnership with WMU has been a great example of that. Watching students move from basic green actions, like recycling and using reusable bags and water bottles, to more impactful actions—including using the great sustainability resources on WMU’s campus—has been informative and rewarding.”
Topp found that the project not only enhanced her professional skills in her field but also made sustainability a daily practice.
“I used to think of sustainability as just a long-term global issue. Through this course and the GetGreen project, I started seeing it as tied to choices in our immediate environment. I also became more aware of the ethical responsibility we have as individuals and future business leaders to make sustainable solutions accessible, equitable and even enjoyable. As graduating seniors and professionals, I’m excited to see how we can improve our business practices to include sustainable efforts seamlessly.”
Tabuni agrees, noting that he first reflected on his own sustainability practices and learning, realizing that change comes from within and valuing the self-reflection the project fostered.
Bringing impactful projects to life is one of Palmer’s specialties and has long been a feature of his courses.
“Experiential tools like the GetGreen app not only help students learn but also provide a powerful vehicle for showing them their actions make a difference,” says Palmer. “It’s easy to fall into despair over pressing challenges we face if we think we’re helpless, but we’re not. I want students to realize that they have agency. Their choices about careers, products to avoid or support, and daily habits matter. Most importantly, I want students to experience how they can be a force for good, both in their personal lives and through their careers.”
For Sencaj, Palmer’s approach has been ideal.
“Dr. Palmer used a collaborative, encouraging teaching style that enabled us to take real responsibility for our work, treating us like actual creators. He allowed us the freedom to experiment and solve problems. Because he genuinely believed in our potential and cared about our achievement, the relationship between him and our project team felt like a true collaboration—resulting in an inspiring and empowering learning environment.”
To learn more about sustainable business, visit the Center for Sustainable Business Practices.
For more WMU news, arts and events, visit WMU News online.