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On key nationwide holidays, companies all through the USA–from massive corporations to small mom-and-pop outlets–wrap themselves within the American flag to display their patriotism. Certainly, these companies go all out, waving Outdated Glory and infusing pink, white, and blue colour schemes into their commercials, web sites, and social media platforms.
Companies do that as a result of these holidays resonate with customers, who sign their approval with their wallets. In line with a report by the Nationwide Retail Federation, Individuals spend greater than $9.5 billion on July 4 celebrations alone.
However at a time when the nation is extra fractious than ever, it’s incumbent on enterprise and business to take a look at their dedication to America as greater than a profitable advertising and marketing play timed to main nationwide holidays. American companies must be taking part in a number one position in bringing the nation collectively all yr. And that management is especially necessary now, greater than ever, as our nation begins to consider our 250th birthday in 2026.
I hear continuously from enterprise leaders involved by our divisions, by the general public vitriol, by our seeming incapability to conduct civil discourse and discover frequent floor. Companies ceaselessly really feel trapped, unsure of methods to have interaction in civic life with out risking their reputations.
But the proof is obvious: Staff and customers alike worth companies that lead via accountable civic engagement. Final yr, the nonpartisan Civic Alliance found that “76% of customers can be extra more likely to work for a corporation that promoted democracy.” Corporations practising civic engagement additionally outperformed the general S&P 500.
Now’s the time for enterprise to embrace, not retreat from, this chance. In preparation for our nation’s 250th anniversary, the time is ripe and proper for companies to step up and impress their assets to honor our nation, commemorate its difficult historical past of triumph and tragedy, and encourage its residents to do the identical.
America and its companies have an extended historical past collectively. Our forefathers and foremothers–these so lucky as to return right here by selection–did so to construct a greater life. Threat takers and innovators in search of alternative opened outlets, based companies, and began trades–greater than 20 of that are nonetheless preserved to at the present time in Williamsburg, Virginia alone. The truth is, entrepreneurship is without doubt one of the driving forces behind the expansion and improvement of our democracy–which has, in flip, enabled entrepreneurship to thrive and develop via the centuries.
America’s enterprise neighborhood, subsequently, owes one thing to the nation. The 250th anniversary of our independence supplies us with that chance to return collectively and honor the astonishing occasions that occurred in 1776 and endlessly modified the world. On the identical time, it’s the supreme time to pay the nation again for offering the seeds, fertile floor, and nourishment for U.S. business.
To take action, there are a selection of concrete steps that companies, individually and collectively, can take to guide within the commemoration of the 250th birthday of America. The primary is thru worker engagement. Because the semiquincentennial attracts nearer, workplaces ought to encourage year-round civic dialogue and engagement, notably in native and nationwide occasions across the nation to look at the anniversary. Based mostly on a nationwide convening of civic planners, historical past museums, and different entities held in Colonial Williamsburg earlier this yr to plan for 2026, I do know for a indisputable fact that there might be numerous alternatives for civic engagement throughout the nation.
Second, the enterprise neighborhood should guarantee all Individuals absolutely perceive their very own position in our unending work of constructing a extra excellent union. In the present day, although, solely eight states and the District of Columbia require a full yr of highschool civics schooling, 11 states haven’t any civics necessities, and solely 40% make it obligatory for college kids to take a civics examination as a commencement requirement. Clearly, rather more might be executed and should be executed. Enterprise can accomplice with colleges, instructor and faculty superintendent associations, and different associated organizations to assist implement extra complete civics curricula in order that the following technology not solely succeeds professionally but in addition contributes to the civic well being of our society.
Third, we glance to organizations such because the U.S. Chamber of Commerce, probably the most highly effective voices and forces in civil society, in addition to skilled enterprise associations and societies to marshal their tens of millions of members and prioritize the commemoration of our nation’s 250th, via funding, neighborhood involvement, worker engagement and schooling, and sure, even industrial alternatives that promote consciousness.
Earlier this yr, Edelman’s twenty third annual, worldwide “Trust Barometer” survey revealed that “Enterprise is now the only real establishment seen as competent and moral,” in stark distinction with widespread deteriorating religion in authorities and the media. The nation with the best measured improve in belief in enterprise? The US.
The underside line is that America is nice for enterprise. And enterprise is nice for America.
Carly Fiorina is chair of the Colonial Williamsburg Basis Board of Trustees, a former presidential candidate, and former CEO of Hewlett-Packard.
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The opinions expressed in Fortune.com commentary items are solely the views of their authors and don’t essentially mirror the opinions and beliefs of Fortune.
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