MSM-SDG Challenge 2026: From ideas to impact

Following the success of previous editions, MSM’s Master in Management and Full-time MBA students recently participated in the MSM-SDG Challenge 2026, bringing together students, companies, and sustainability-driven innovation. Once again, the challenge proved to be a powerful platform where academic knowledge meets real-world impact, guided by the United Nations Sustainable Development Goals (SDGs).

Real challenges from leading companies
This year, partner organisations presented the students with a diverse set of sustainability challenges:

Beyond Meat: How can we develop an effective marketing and communication strategy that (significantly) increases the popularity and consumption of plant-based products among young people (Gen Z and Millennials)?
Weir Minerals: How might we turn WEIR’s leftover rubber stream into new value through smart waste-stream optimisation and meaningful partnerships?
MTB: How might we design an inclusive learning innovation that helps people with limited language and learning skills grow through small, achievable steps while driving measurable impact on SDG 4, 8, 10 and 12?
Eurocontrol: How might we turn last year’s MSM idea of using art made from recycled aircraft parts into a concrete, high-impact implementation that truly drives visibility and awareness for Eurocontrol?
The Social Hub: How might The Social Hub Maastricht become the creative catalyst that sparks meaningful interaction between international students, locals, entrepreneurs and guests, shaping the future of hybrid living and working through innovative, future-proof solutions?

These challenges enabled students to address real-life business problems at the intersection of sustainability, innovation, and strategy.

Sprint Day: A pressure cooker for innovation
The SDG Challenge started with intensive Sprint Day, where student teams worked closely with company representatives.

Students from the Weir Minerals team described the experience as highly engaging: “We were warmly welcomed by WEIR, who were clearly determined and enthusiastic to find long-term sustainability solutions for their facility. We also appreciated that Soapbox provided us templates for all the documentation enabling us to focus on the most important tasks at hand.”

For the team working on the sustainability challenge of The Social Hub, the Sprint Day experience was both exciting and stressful. “We wanted to stay ahead and be well prepared, so we reached out to last year’s winning team for advice. Based on their suggestions, we prepared the PowerPoint in advance so that, instead of spending time on formatting, we could focus our energy on generating ideas. We also decided to have an online meeting before to prepare the questions to ask.”

Innovative solutions with real impact
On 5 March 2026, all 10 groups presented their final pitches to the jury panel and a panel of their peers in the official MSM-Soapbox SDG Finale. After many rounds of presentations, and fierce deliberation from the audience and juries, three prices were awarded: the Audience Award, the Best Pitch Award, and the Jury Award.

The Jury Award winning team working together with Weir Minerals focused on turning waste into value. Reflecting on their work, the team noted: “Our solution presents a viable opportunity for WEIR while contributing to the circular economy. The company responded positively and was particularly interested in the financial potential.”

The Best Pitch Award winning team introduced “Connect to Glow,” a framework designed to strengthen long-term engagement within The Social Hub community. The solution introduces a four-colour model, Curiosity, Connect, Collaborate, and Contribute, that organises existing events into a visible growth pathway. “The company was excited because they saw it as a practical, scalable, and easy-to-implement solution that matched what the business was looking for.” Importantly, the team highlighted a key insight: “The first idea does not need to be perfect. What matters more is being flexible, adaptable, and listening carefully to what the client actually wants.”

The Social Hub also reflected positively on the collaboration: “The challenge offered a valuable opportunity to collaborate with talented students, gain fresh perspectives on the challenge, and explore innovative ideas that could help us improve our impact. Additionally, we saw it as a chance to strengthen our connection with the academic community and likeminded companies. The student’s ability to combine academic knowledge with practical ideas was truly impressive. In addition, the collaboration process, discussions, and final presentation provided new insights for our company. The students provided valuable perspectives and highlighted opportunities we had not fully considered before.”

Beyond Meat also valued its participation in the challenge, particularly the interaction with students as future consumers: “Students are our consumers of the future, and it is great to discuss their views on sustainability while introducing them to plant-based meat and Beyond Meat.” A key highlight for the company was the engagement throughout the challenge: “The visit of the students to our headquarters in Amsterdam, focused on Beyond Meat and sustainability, was awesome. And the finale with the pitches and award ceremony was amazing.” The company confirmed that the student proposals are already creating impact internally:
“The plans were received very well, and we are discussing how to incorporate these solutions into our current plans.”

Learning beyond the classroom
For students, the MSM-SDG Challenge offered a unique opportunity to develop both professional and personal skills.

Participants highlighted the real-world nature of the experience: “It gave us access to a multi-national company which enabled us to experience real-world sustainability problems and brainstorm solutions on the spot. The pressure cooker Sprint Day experience taught us to think on our feet and learn fast decision-making skills.”
The challenge also strengthened the students consultancy skills: “The SDG Challenge significantly strengthened our consultancy and professional skills. We learned that effective consultancy is not just about creative ideas, but about truly understanding client needs, asking the right questions, and adapting solutions accordingly. Working under pressure taught us to develop ideas step by step and balance creativity with feasibility. At the same time, the experience enhanced our teamwork, communication, and problem-solving skills, while preparing us for future project management roles with a strong sustainability mindset.”

A platform for future leaders
The MSM-SDG Challenge continues to demonstrate the value of collaboration between academia and industry. By working on real sustainability challenges, students contribute innovative ideas while preparing themselves for their future careers.

Curious to see more of the event? Check-out the event on our socials.

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