Nistler College of Business and Public Administration Hosts 20th Annual Olafson Ethics Symposium

By Marissa Burian

The Nistler College of Business and Public Administration hosted its 20th Annual Olafson Ethics Symposium on Wednesday, November 5, in Barry Auditorium. The event brought together students, faculty, and community members both in person and online to explore the importance of ethical decision-making in business and beyond.

A Legacy of Ethics and Impact

The Olafson Ethics Symposium serves as a platform for students and professionals to engage in meaningful discussions on ethics, leadership, and integrity. The annual event is funded through the generous support of UND alumnus Robert Olafson and his dedication to promoting ethical business practices, with additional support from SEI Investments Company.

Dinner and Panel Discussion

Prior to the evening’s keynote presentation, select guests attended an exclusive dinner featuring a panel discussion titled “Authenticity or Agenda: Ethics and Identity in the Age of Social Media Marketing.”

The conversation, facilitated by Jennifer Stoner, Associate Professor & Endowed Professor of Marketing at UND, explored the challenges of balancing authenticity, branding, and ethical responsibility in today’s digital landscape. Panelists included Sandi Luck, founder and CEO of Bully Brew Coffee House, ND Coffee Roastery, and The Boardroom Coffee & Taphouse, along with Meloney Linder, Vice President of Marketing and Communications at the University of North Dakota.

Together, the panelists shared their perspectives on navigating modern marketing challenges and maintaining ethical integrity while connecting with audiences in an increasingly digital and image-driven world.

Keynote Presentation: Marketing with a Conscience: Purpose, Ethics, and the Power to Do Good.”

Following the dinner, attendees gathered in Barry Auditorium for the keynote presentation, “Marketing with a Conscience: Purpose, Ethics, and the Power to Do Good,” delivered by Melissa Fors Shackelford.

Shackelford is a trusted advisor, author, and nationally recognized voice in purpose-driven marketing and healthcare innovation. With more than 20 years of experience leading high-impact brand and growth initiatives, she has worked alongside some of the world’s most recognized organizations to help them align business success with social good. Her work focuses on helping companies build authentic, ethical brands that make a meaningful difference in their industries and communities.

In her presentation, Shackelford addressed the unethical side of marketing and how some marketers take advantage of vulnerable audiences. She then shifted focus to the potential for marketing to be a powerful force for good, showcasing brands such as Dove, Always, and Microsoft as examples of companies using their platforms to promote inclusivity, confidence, and positive social change.

Her message encouraged students and professionals alike to view marketing not just as a business tool, but as an opportunity to inspire, empower, and make a difference.

Engaging the Next Generation of Ethical Leaders

Following the presentation, students participated in a Q&A session, where Shackelford provided insight into how ethical values can guide meaningful careers in marketing and leadership. The discussion sparked thoughtful reflection on how the next generation of business leaders can continue building trust and authenticity in their work.

The Nistler College of Business and Public Administration extends its sincere thanks to Robert Olafson and SEI Investments Company for making this incredible event possible. Their continued support ensures that the Olafson Ethics Symposium remains a cornerstone of ethical dialogue and professional growth at UND.

Thank you to all students, faculty, and community members who joined us for this year’s symposium.