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Choosing the right major feels overwhelming for many students. Masha Alekhina discovered sociology’s surprising power in the business world. Now an MBA student at SJSU, she explains why this field gives professionals a competitive edge.

Over a decade ago, like every high school student, I faced the inevitable dilemma: “What do I want to do?” I attended a STEM-focused school, adored literature, and enjoyed learning foreign languages. I dreamed of a creative career—perhaps becoming an architect. Life had other plans.

Nearing graduation, it was time to apply to universities. Being in Russia, my parents insisted on economics. Economics faculties were considered prestigious. Deep down, I knew it wasn’t for me.

On a beautiful June day, I arrived to submit my application for the Faculty of Economics. While waiting, my attention was drawn to the Sociology Department’s table. At the time, I had a vague idea of what sociology was—social work or conducting surveys. Or so I thought.

I felt an undeniable urge to walk over. As you can probably guess, I never applied to the Faculty of Economics. Oops!

Seated at the table was Dr. Igor Obraztsov. He didn’t give me a full lecture on sociology. He convinced me that it was as valuable as economics or marketing. In fact, sociology serves as a bridge between business, society, governments, and the global community.

Today, I am aware of how sociology offers a view of organizations as living ecosystems where people, processes, and cultures are interconnected. This perspective allows businesses to make more informed, sustainable, and human-centric decisions.

Sociology reveals the social forces behind consumer behaviors, workplace dynamics, and market trends. This knowledge is a powerful asset in business, enabling companies to see beyond financial metrics and recognize human patterns.

Today, AI is transforming social institutions and communication in the business world and beyond. Sociology helps businesses understand how such innovations impact human behavior, from shifting customer expectations to changing workplace structures.

Business is a social organism. Its survival relies on people—employees, customers, and partners. Sociology reveals the invisible threads that connect people, enabling businesses to understand consumer behavior. Adapting to current social trends and predicting new ones, sociology helps influence strategies, build authentic brands, and manage communication.

Business leaders with sociology learnings also cultivate a holistic mindset, essential for the global market. Businesses don’t exist in a vacuum. They operate within diverse cultural, political, and social contexts. Conducting business in  America, South Asia, or Eastern Europe requires distinct approaches shaped by local expectations.

Fostering adaptability and tolerance for ambiguity is vital in today’s unpredictable business landscape. Sociologists are trained to question assumptions, consider multiple perspectives, and embrace complexity. Entrepreneurs must separate their personal vision from actual market demands. This adaptability allows them to embrace new ideas without prejudice—a trait seen in Silicon Valley’s innovation circle.

While pursuing sociology, I didn’t realize the full potential of its application. Over time, this discipline became my secret weapon. It brought together all my interests: math for data analysis, creativity for solutions, and cultural awareness for working in diverse teams.

Finance, marketing, and technology all play vital roles in business. However, sociology gave me the tools to understand what happens in a company, and why and how to influence it. It offers an invaluable lens for understanding people, trends, and organizations. It drives the vision to build sustainable, people-centered solutions in our interconnected global workplace.

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