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GCI Catalyst Project aims to tackle human rights issues with help of AI

Katarina Benson — Thu, 10 Sep 2026 17:45:10 +0000

GCI Catalyst Project aims to tackle human rights issues with help of AI Katarina Benson Thu, 09/10/2026 - 13:45

Cher Weixia Chen hopes being mindful of human rights will one day be just as automatic as looking both ways before crossing the street.

The 91�� professor is spearheading an innovative project she hopes will give educators and students, along with NGOs, government, technological, and business leaders, the tools to better approach human rights issues.

Cher Weixia Chen. Photo by Evan Cantwell/Office of University Branding

Chen, a professor in the School of Integrative Studies in the College of Humanities and Social Sciences, serves as the principal investigator of one of seven George Mason Grand Challenge Initiative (GCI) catalyst research projects: “AI-Powered Human Rights Education for All: Toward a Better World.” Collaborating with faculty from the College of Engineering and Computing (CEC) and the Costello College of Business, her team is creating an AI‑driven virtual human rights classroom prototype that will provide access to practical, personalized tools to learn and apply human rights principles in daily life.

“If someday this concept could be so with us, that whenever we make a decision that affects another person, our first instinct is to ask, ‘Is this respectful of their dignity and rights?’ Then we could at least inch closer to a better world,” said Chen, who is the founder of the George Mason Human Rights and Global Justice Initiative and was recently named the 2026 Faculty Member of the Year by the 91�� Alumni Association. “So that is the idea, and I feel like the emergence of AI makes this possible.”

The 18-month project began this summer with the team recruiting a graduate student and two undergraduate students through the Office of Creative Student Activities and Research (OSCAR).

Using a built-in Human Rights Impact Assessment (HRIA) toolkit, users of the classroom will explore interactive scenarios and receive personalized guidance to help them navigate real‑world dilemmas and assess the impact of human rights decisions, policies, and technologies.

Helping with the project’s design is a trio of professors from CEC: Ziwei Zhu and Antonios Anastasopoulos from the Department of Computer Science and Sungsoo Ray Hong in the Department of Information Sciences and Technology. CEC faculty will provide expertise in artificial intelligence, natural language processing, trustworthy AI, and human-AI interaction.

“Together, we will help develop a platform that is technically robust, reliable, culturally responsive, and easy for both students and educators to use,” Zhu said. “The project could make high-quality human rights education more accessible, personalized, and engaging for learners well beyond a traditional classroom. Over time, it can help people better understand how decisions in technology, business, government, and other sectors affect human rights, supporting more informed and responsible decision-making.”

Lei Gao, an associate professor of finance in Costello, believes human rights are impacted just as much by the decisions made in boardrooms and financial markets—through supply chains, investment choices, labor practices, and the design of new technologies.

Gao will pilot the HRIA toolkit prototype with students in his finance courses, FNAN 444 Socially Responsible Finance and FNAN 483/MSF 683 Ethical and Professional Standards in Finance. He said targeting students is key as they represent “future analysts, managers, and entrepreneurs who will actually be making these decisions.

“Some of the most consequential decisions affecting human rights are made in boardrooms and financial markets,” Gao said. “This project helps the next generation of business leaders treat human rights as part of sound decision-making, not an afterthought—and gives them a practical tool to do it.”

Also contributing input in a consulting role will be renowned human rights educator Felisa Tibbitts, who served as co-editor with Chen on the book, Disciplinary Frontier of Human Rights in Higher Education. Tibbitts is currently the UNESCO Chair in Human Rights and Higher Education at Utrecht University in the Netherlands and will serve as consultant on the project.

In addition to reaching higher education audiences, the toolkit can also apply to educators and students at the K-12 school levels. Chen said she aspires to work with the Department of Modern and Classical Languages in CHSS to translate the toolkit for other languages. The team is looking beyond the business and technological industries, hoping to later reach international organizations, NGOs, nonprofits, and government and private sectors.

“Using human rights education as a tool, and now with the help of this, new technology—AI—it seems possible and plausible to make human rights reach as wide an audience as possible around the world,” Chen said. “This project essentially highlights the transformative power of these three factors: human rights, education, and AI. For all of us, this is something new and I think it’s worth trying. And for me, the most exciting part of this is it’s doable, it’s scalable, and it’s adaptable.”

This initiative supports the Advancing 21st-Century Education for All solution of George Mason's Grand Challenge Initiative

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Deloitte internship helps Costello student shape her future in consulting

Katelynn C Hipolito — Tue, 01 Sep 2026 14:37:15 +0000

Deloitte internship helps Costello student shape her future in consulting Katelynn C Hipolito Tue, 09/01/2026 - 10:37

Interning at Deloitte was on Iman Chaudhry’s radar ever since she entered the Costello College of Business at 91�� as a freshman and learned about the major firms in the area. As the president of the Mason Consulting Group, she’s tuned in to what’s happening at Costello and the opportunities available.

Deloitte’s discovery internship program students. Photo provided by Iman Chaudhry.

Promoted heavily across campus, Deloitte’s discovery internship program immediately caught Chaudhry's eye, especially because she had previously participated in a case competition with the firm.

“I always tell everyone that a cold application isn’t usually enough,” she says. “You have to be intentional about networking; it's really about building genuine relationships.” She put in the legwork before ever submitting her application by networking with recruiters and partners at Deloitte, many of whom were Costello alumni. Because of that, she felt few nerves as she began her internship, already familiar with many of the people working at the firm.

Joining about two dozen other students in the discovery internship program, Chaudhry was assigned to do strategy consulting work for a national security defense client. Mixed in with her rotations across different workflows, meetings, research tasks, and other deep work were plenty of opportunities to connect with senior leadership, as well as social events to bond with fellow interns.

“I always tell everyone that a cold application isn’t usually enough,” she says. “You have to be intentional about networking; it's really about building genuine relationships.”

— Iman Chaudhry, Costello College of Business Student, Mason Consulting Group president

Even though she's only halfway through her undergraduate education, Chaudhry has pushed herself to take both her academics and career development seriously. Working in small groups and presenting to audiences, both in the classroom and in her extracurriculars, prepared her for the intern work she did this past summer. She continues to be excited to see how the skills she developed in the classroom translate to the real world. “The tools may change, but the growth mindset remains the same.”

Iman Chaudhry, Costello College of Business Student, Mason Consulting Group president at Deloitte’s discovery internship program. Photo provided by Iman Chaudhry.

Witnessing how fast technology is evolving in the workplace has encouraged Chaudhry to pursue more courses in ethics and AI and other emerging tools. Interning at Deloitte has also made her contemplate the specific field of consulting that she wants to pursue. "I had a lot of fun this summer, and it's given me a lot to think about where I want to take my career," she reflects.

In the shorter term, Chaudhry is eager to leverage her experiences to implement new ideas in operating and optimizing the consulting work she oversees as president of the Mason Consulting Group.

Iman Chaudhry found her discovery internship experience to be immensely educational, informing her about the areas she wants to study further and the career direction she wants to take. As a junior studying management information systems at Costello, she looks forward to future internships where she can continue to expand her knowledge and explore her career possibilities.

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Digital marketing internship develops creativity, data analysis, and empathy for one Costello senior

sholla4 — Wed, 26 Aug 2026 20:30:49 +0000

Digital marketing internship develops creativity, data analysis, and empathy for one Costello senior sholla4 Wed, 08/26/2026 - 16:30

When an email from AARP pops into your inbox, a Gen-Z rising senior at 91�� is probably not who you first think is on the other side of that send. But Jack Sorenson, a marketing major in the Costello College of Business, is one of the faces behind the digital newsletters.

Jack Sorenson. Photo provided

Sorenson knew he wanted an internship this summer, "ideally at a large, well-known business-to-consumer and mission-driven organization in the DC area." Costello's Career Services helped him find opportunities based on his criteria, skills, and goals. AARP was one of the options. And when AARP tabled at one of George Mason's career fairs, he made sure to introduce himself to a recruiter.

As a digital marketing intern, Sorenson works on a few projects, including supporting several of AARP's newsletters in both content creation and engagement analysis. "I love marketing because it sits at the intersection of creativity and analytics," he said, "and this role really exemplifies that."

From content selection through performance analysis, Sorenson is part of a newsletter's full lifecycle. That comes with hands-on experience with leading industry tools like Adobe, Microsoft Office, Tableau, and Palantir. His colleagues at AARP are proof that knowing the tools is an advantage in the job market.

"I met a former intern who got a great job at another organization because of his experience with digital tools while at AARP," Sorenson said. "Experiential learning is probably one of the biggest benefits of any internship."

Soft skills are important, too. AARP's audience is, primarily, those 50 and older: a much different demographic than Sorenson, a rising senior, is used to interfacing with. But adapting to the audience is a key skill he's developing that will serve him well in future positions. "It's definitely taught me a lot about how to think beyond my own little echo chamber," he said. "We might be inclined to think that people within a demographic might all be similar but seeing how their audience interacts with marketing shows that's just not the case. It's actually a huge audience with varied needs and wants."

That empathy extends beyond audience dashboards. "I'm more conscious now of how I interact with older demographics. I'm more curious about their lives and what they need."

AARP extended Sorenson's internship through the fall semester, with potential for further extension through spring 2027. Sorenson notes that, while AARP is developing critical skills for his future career, it's the strong foundation from George Mason and Costello that makes his growth possible.

"I think one of the biggest advantages of Costello is that you're not just learning concepts through an exam, you're developing skills you can take into the workplace," he said. "I came into the internship already understanding a lot of the concepts and terminology, as well as knowing things like executive control, active listening, and collaboration: skills that are just as important in a professional environment."

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Northern Virginia entrepreneur Anil Sharma and his wife, Anupama, provide transformational support for Costello College’s Center for Innovation and Entrepreneurship

Katarina Benson — Fri, 21 Aug 2026 16:23:47 +0000

Northern Virginia entrepreneur Anil Sharma and his wife, Anupama, provide transformational support for Costello College’s Center for Innovation and Entrepreneurship Katarina Benson Fri, 08/21/2026 - 12:23

Anil Sharma is many things: an entrepreneur, cybersecurity expert, angel investor, and philanthropist.

Although the 22nd Century Technologies CEO and his wife, Anupama, are not 91�� alumni, they have strong ties to the university through Anil’s membership on the President’s Innovation Advisory Council and the 91�� Foundation Board of Trustees.

Anupama and Anil Sharma. Photo by Duane Bailey/Costello College of Business.

They believe in education, entrepreneurship, and creating opportunity for the next generation. And that commitment has led them to commit to a gift that will name the Center for Innovation and Entrepreneurship (CIE) at the Costello College of Business in their honor. The center supports local innovators and entrepreneurs by providing resources and connecting regional stakeholders.

“Today’s college students are graduating at one of the most transformative moments in modern history,” Anil Sharma said. “Artificial intelligence, automation, and digital transformation are reshaping every industry… and the future will belong to those who can learn faster, adapt continuously, think critically, and stay resilient during change.”

Anil Sharma came to the United States from India in 1997 with $100 and the determination to build a future in a new country. Later that year, he founded McLean-based 22nd Century Technologies. What began as an IT consulting business has grown into a $600 million government contracting firm providing IT, cybersecurity, cloud, and digital transformation solutions to federal, state, and local government agencies across all 50 states, Canada, and Mexico.

That experience has shaped the Sharmas’ desire to give back by helping others pursue opportunities of their own.

With the Sharmas’ gift, the center is poised to advance into a nationally recognized hub where innovation, entrepreneurship, and partnership-driven impact converge. By building on programs like the Patriot Pitch Competition, the Honey Bee Initiative, and the SOAR Initiative, the investment will allow the center to help strengthen the region’s innovation economy by creating a space where students, faculty, entrepreneurs, and partners collaborate, mentor one another, and develop new ventures.

The Sharmas with CIE faculty and staff. Photo by Duane Bailey/Costello.

“This is a significant milestone for both the Costello College of Business and the Center for Innovation and Entrepreneurship, and one that will ensure our center’s role as the preeminent place at George Mason where the future takes shape for innovators, aspiring entrepreneurs, and industry leaders,” said Costello Dean Ajay Vinzé. “I know I speak on behalf of all of us at Costello when I say how grateful we are to Anil and Anupama for their leadership in strengthening the regional entrepreneurial ecosystem, expanding opportunities for our students, alumni, and community members, and creating an engine of innovation that will fuel long-term value and opportunity for generations to come.”

For Anil Sharma, that connection between opportunity and responsibility is an important part of what comes next.

“Building a business taught me that success is never only about one person,” Sharma said. “People give you opportunities, people trust you, people teach you, and communities create the conditions in which you can grow. At some point, you have a responsibility to help create those opportunities for someone else. That is what Anupama and I hope this center will do.”

As the Costello College of Business approaches its 50th anniversary in 2027, the Sharmas’ gift represents an investment in the college’s next 50 years, supporting expanded opportunity, greater access, and the real-world impact that will continue to shape its future. Their gift is part of Mason Now: Power the Possible, the university’s one-billion-dollar comprehensive campaign.

The Costello College of Business plans to hold a formal naming event and celebration this fall.

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This business analytics major is pouring the foundation for a future in sports analytics

sholla4 — Wed, 19 Aug 2026 13:43:49 +0000

This business analytics major is pouring the foundation for a future in sports analytics sholla4 Wed, 08/19/2026 - 09:43

When asked what advice he would give to students interested in internships, rising 91�� senior Dominic Jones said, "don't limit yourself."

Photo provided

It's advice he's already following. This summer, the business analytics major in the Costello College of Business interned for Bognet Construction, focusing on project management.

Jones wants to work in sports analytics or analytics within consulting. But much like he advises, he's approaching his studies with an open mind. "Since you can do anything with business, I didn't want to home in on one sector just yet," he said.

When he met the Bognet Construction team at one of George Mason's career fairs, he saw an opportunity to broaden his horizons. "I don't have a background in construction," he said, "but the Bognet team was excited for me to learn and try. They wanted me to grow throughout each week."

His internship responsibilities include project management, supporting engineers, architects, and other project managers to ensure the build is on track. Despite this being a new field for him, his skills from business analytics have been able to transfer. "Being detail-oriented is really important in both," he said. "Every single little detail matters, because one error can build into a much bigger problem."

And just as Jones is growing into this role, he said the best part of the internship has been watching something grow from a blank space. "Seeing all the different subcontractors come and go, how the plans are communicated to them, how they get their jobs done: There's a lot that goes into good construction, and it's cool to see."

Jones is no stranger to teamwork. A member of the intramural basketball team, he understands the importance of maximizing strengths and communicating clearly and effectively. Working in construction, he said, has helped him further develop that skill. "There's so many moving parts and people; everyone has their own viewpoint and focus area. Learning how to communicate and work with everyone's individual skills and strengths is a skill I'll take into my classes and the workforce."

As Jones prepares to start his senior year at George Mason, he's coming back to campus ready to take advantage of all the possibilities. "The more things you go to, the more opportunities you have to meet people and the chance to get the career you want," he said. "Go to events, join clubs, and try new avenues. You never know what opportunities might teach you that will make you stand out."

Photo provided

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Planting fake customer reviews hurts businesses big time

Katelynn C Hipolito — Tue, 18 Aug 2026 15:13:22 +0000

Planting fake customer reviews hurts businesses big time Katelynn C Hipolito Tue, 08/18/2026 - 11:13

The capital of any business comes in (at least) two categories.

There’s the kind that has a price—land, cash holdings, etc.—and a less tangible, priceless kind. Reputational capital falls squarely into the latter category. Try as they might, companies cannot buy positive public opinion, even with the largest of marketing budgets. But that doesn’t prevent some from engaging in dark marketing tactics, such as planting or buying fake “customer reviews” on influential platforms like Yelp and Amazon. Crossing that line can backfire if the company is caught. When its ethical lapses are brought to light, the company undergoes reputational damage, essentially auto-cannibalizing some of its intangible capital.

Yi Cao, assistant professor of accounting at Costello College of Business at 91��. Photo provided by Yi Cao.

And that bite stings more, and for longer, than you might think, suggests a recently published working paper from Yi Cao, assistant professor of accounting at Costello College of Business at 91��. The research plumbs the financial consequences of flagged false reviews on crowdsourcing platform Yelp, a key reputational broker for local businesses throughout the United States.

The paper was co-authored by Sean Wang (formerly of Southern Methodist University), John Bai of Hong Kong Polytechnic University, and Chi Wan of San Diego State University.

To punish businesses that it deems guilty of gaming the customer-review system, Yelp places a prominent “Consumer Alert” banner on all of their associated listing pages. These are typically 90-day penalties. (As of 2023, more than 4,900 businesses had been disciplined on Yelp in this way.)

“We don’t know every signal Yelp uses to identify fake or paid-for reviews, but from what we know, Yelp relies substantially on reports from consumers and business owners,” says Cao. “There are also reports that they also have an algorithm running in the background to screen reviews for AI-generated language—which is a sign of possible review inflation.”

The researchers accessed Yelp data for the years 2019 to 2024—288,426 firm-month observations in all, including 16,837 observations of flagged firms and their demand-side peers, during the six months surrounding an alert. They analyzed this data-set alongside monthly foot traffic reports for the observed businesses from global location data firm SafeGraph. For some of the businesses, they were also able to obtain credit card transaction data through Consumer Edge, a customer intelligence company.

Cross-referencing these three data sources, the researchers traced the rise and fall of businesses fingered for false reviews. The general demand premium for businesses with a high proportion of four- and five-star reviews equates to about 2.9 percent more foot traffic than lower-reputation rivals in their local area. This difference in demand is one objective way to measure the material benefits of intangible capital.

“This is a classical theory of a trade-off between the benefits of manipulating reputation and the risks of getting caught,” says Cao. “When the risk is relatively low, the business owners decide the incremental benefits are worth the risk.”

Once publicly censured by the platform, however, businesses endured a surprisingly durable—and measurable—dip in demand. Almost immediately upon exposure, foot traffic went down by eight percent on average relative to matched peers, a stark indicator of reputational collapse that was mirrored in the credit card transaction data (an even better reflection of bottom-line outcomes). The decline was greater under conditions of so-called “intermediation intensity,” such as holiday periods when consumers were more reliant on the intermediary (Yelp) to help them plan their free time.

What’s more, the demand penalty outlasted not only the 90-day alert itself, but also (in many cases) the multi-year observation period of the research study. On the whole, foot traffic estimates for the censured group of businesses were still well below pre-alert levels even after a year and a half, implying recovery was nowhere on the horizon.

Part of the problem, the researchers found, is that the manipulated-review alert instantly degrades the informational environment on Yelp around that business. In other words, fewer reviews are posted, and those that do go up tend to be more negative on average. This makes it harder for businesses to rebuild their reputation by offering positive trustworthy signals.

For Cao, the research points to a basic conundrum that has worsened in the digital age: Once depleted, intangible capital is very difficult to restore. “Businesses nowadays heavily rely on digital platforms such as Yelp and YouTube,” he says. “Because the information reaches so many different corners, they are so widespread that you cannot ignore them. This increases not only the benefit of high performance, but also the reputational penalty if you are found manipulating your content.”

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This SAIC intern Excels in and out of the classroom

sholla4 — Thu, 13 Aug 2026 13:08:41 +0000

This SAIC intern Excels in and out of the classroom sholla4 Thu, 08/13/2026 - 09:08

Gabriella Lemus, a sophomore accounting major, entered 91��’s Costello College of Business with a head start and no plans on stopping. Not only is she a year ahead in school thanks to college and AP credit, she’s also been building her resume as a real estate agent and vice president of Mason Consulting Group. Now, she’s tackling her first summer internship with that same determination to excel.

Photo by Evan Cantwell/Office of University Branding

Lemus is a project control intern for SAIC, a major government contractor, working on cleaning up invoices, updating reports, and ensuring all the accounting is correct.

Business analytics courses prepared her well for this position. “Knowing how to navigate Excel has really helped me, and that’s thanks to Professor Michael King. I was able to say confidently that I have strong Excel skills and experience when applying. I’m actually helping other interns improve their Excel skills, and they come to me with questions.”

Lemus may be teaching her fellow interns, but she’s doing plenty of learning as well. Being open-minded is, she said, a key part of the experience. “You have to be willing to learn everything, growing your knowledge and abilities in order to complete the tasks.”

Learning how to ask questions, for example, is one skill she’s working on improving. “I used to be very shy reaching out to my managers with questions,” she said. “I’ve gotten much more comfortable by reminding myself that people are here to help, that they are investing their time into me because they saw something in me. And if I have a question, others probably do too.”

Those communication skills are one tool she hopes to use in both future courses as well as her extracurriculars. As the vice president of Mason Consulting Group, she organizes events, interviews new consultants, and works with external clients. Communicating through differences in order to solve problems is an invaluable skill, one that she’s further developing through her SAIC internship.

Working within a large company has also given her valuable insights into how to best manage the growing consulting group and her growing career. Lemus works as a real estate agent for the Piano Home Group, with dreams of growing her own agency in the future. “I really love what I’m learning at SAIC, because I can apply it at a smaller level to my own business.”

If there’s one thing Lemus hopes her fellow students will learn from her experiences, it’s the importance of getting involved. “The networking at Costello has given me so many great opportunities, including this internship,” she said. “And it helps me academically, too. I’ve become a better student by being more engaged with my classmates.”

"One of the goals of the Costello Business faculty is to support our students in being 'Career Ready.' It is an inspiration to see how Gabriella Lemus is using the knowledge and skills that she learned in my Business Analytics classes to succeed in her internship," said King. "Her commitment to hard work and positive attitude will carry her far!"

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Sustainability commitments have serious consequences

Katelynn C Hipolito — Fri, 07 Aug 2026 17:29:09 +0000

Sustainability commitments have serious consequences Katelynn C Hipolito Fri, 08/07/2026 - 13:29

Amid increasingly stiff competition for capital, one way for a business to stand out is to make strong social impact pledges.

Yi Cao, assistant professor of accounting at Costello College of Business at 91��. Photo provided by Yi Cao.

For example, companies can voluntarily commit to environmental impact goals in hopes of attracting sustainability-minded investors and lowering cost of capital. However, it isn’t easy to tell whether these commitments, in and of themselves, make a difference to the marketplace—or, for that matter, to the planet.

“In regular settings, it’s really hard to evaluate the real economic effect of providing environmental commitments, and also establish that in making the commitment, the company is catering to real stakeholder preferences as opposed to their own idiosyncratic preferences,” says Yi Cao, assistant professor of accounting at Costello College of Business at 91��.

Cao’s paper in Review of Accounting Studies capitalizes on a unique setting that helps isolate the impact of environmental commitments. It was co-authored by John (Jianqiu) Bai of Hong Kong Polytechnic University, Xiumin Martin of Washington University in St. Louis, and Chi Wan of San Diego State University. In 2018, leading crowdfunding platform Kickstarter added an optional “Environmental Commitments” section to project pages where creators could post about their sustainable practices (e.g., responsible sourcing, recyclable packaging, and/or low-emission manufacturing). The new feature was rolled out gradually across product categories, enabling the researchers to compare not only project-to-project differences, but also overall changes within entire Kickstarter verticals.

The researchers scraped information from Kickstarter pages to form a data-set comprising 173,874 observations of unique projects during the years 2016 to 2021. They also gathered data on a host of outcome variables, such as whether the project was successfully funded, how much money each project ultimately raised, how long it took for fully funded creators to deliver products to backers, etc.

The researchers found that, on average, about one-third of creators chose to declare an environmental commitment once doing so became possible in their category. Several of the largest categories (e.g., Design, Technology and Games) saw significantly higher take-up rates.

On the whole, projects that included environmental commitments were 13.2 percent more likely to be funded and increased the pledged amount relative to the funding goal by 8.7 percent.

Using Google BERT, a natural language processing model, the research team separated projects into two categories: those with largely local appeal, and those with a national market base. “We pre-trained the AI with all projects from 2010 to 2016 that had at least 50 backers, and measured the geographic dispersion of these projects’ backers traced by their IP address,” Cao explains.

The purpose was to spare the human researchers the tedious and painstaking work of hand-classifying every project in the data-set. The BERT results showed that national projects with eco-commitments received 62.2 percent more backers from more environmentally aware states—that is, states whose residents reported above-average levels of concern about climate change on the Yale Climate Opinion Maps—than local projects that had made eco-pledges.

For Cao, these findings add crucial nuance to the general idea that pledges of social responsibility help attract capital. In the Kickstarter example, projects of national scale benefited much more from eco-commitment because they were pitched to a larger and more diverse backer base, including environmentally aware consumers from other states.

Additionally, projects offering physical products, as opposed to intangible services, confronted tougher economic trade-offs resulting from e-commitment. “First and foremost, the Kickstarter creators want to know whether [e-commitment] will benefit them,” Cao says. “Because this is pretty costly, based on our analysis. It delays delivery and increases costs, because recycled and other eco-friendly materials, for example, are a little bit more expensive.”

The fact that entrepreneurs were clearly grappling with these economic challenges suggests that e-commitment amounts to more than mere “greenwashing.” “We find consistent evidence that when these small businesses are trying to access environmentally aware consumers through e-commitment, they do incur cost. It isn’t cheap talk. And that means that consumers are attracted by a genuine commitment, rather than lip service or a nice-sounding pitch,” Cao says.

In sum, Kickstarter’s e-commitment feature was a net improvement for the ecosystem, giving creators (especially those with national aspirations) access to an untapped source of consumer demand—namely, environmental awareness. At the same time, creators had to weigh the financial benefit against the increased costs of making good on environmental commitments.

Cao suspects that the same basic rules might apply to other types of pledges related to issues that animate large groups of consumers. “For example, AI is especially polarizing nowadays. You could appeal to consumers or investors who are polarized against the technology with a declaration that no AI was used in the creation of a product, etc. It could be anything where there are differing preferences, and a broader impact on the social perception of those preferences,” he says.

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