On Monday, we celebrate the 39th Martin Luther King Jr. Day in the United States. Since 1994, when Congress designated it as a national day of service, brands and individuals alike spend the day furthering Dr. King’s legacy through giving back to the community around them. Today we dive into how one brand is honoring Dr. King through volunteerism and an expanded partnership for a lasting impact.
This week, the Home Depot announced that its workforce will be observing Martin Luther King Jr. Day by volunteering not only on the day itself, but throughout all of next week. The company’s employees will be concentrating their efforts on housing, learning spaces and community revitalization projects. The Home Depot Foundation is also giving a $1 million grant to The National Center for Civil and Human Rights – “a museum and human rights organization in Atlanta that inspires people to tap their own power to change the world around them”. This donation will help the museum – and 13-year partner of the brand – to expand and enhance community education and trainings.
Our research has found that 75 percent of Americans say it is no longer acceptable for companies just to make money; they must positively impact society too. Martin Luther King Jr. Day is an opportunity for brands to take this call to heart and reinvigorate social impact strategies for the year. So, as we move into the holiday weekend, let the words of Dr. King motivate us all: “Life’s most persistent and urgent question is, ‘What are you doing for others?’”