With days until the election, Patagonia employees and grantees gathered virtually for a “Know Your Voting Rights” training with the American Civil Liberties Union (ACLU). The nearly 100 attendees walked away with information on how to arrive at the polls without impediment, cast their ballot free from intimidation, and trust their vote will be counted as cast and not discarded. They also received instructions on how to ensure others can do the same.
In an election season that has been rife with challenges to election integrity, this initiative is part of a broader effort in which the ACLU is equipping more than 100 businesses with nonpartisan, actionable information to increase voter confidence and participation for their employees and customers. The goal: to help their audiences of eligible voters cast their ballots and know what to do if any issues arise at the polls.
This election cycle has been fraught with misinformation, attacks on voting procedures, and threats that could keep voters away from the polls. At a time of such elevated tensions, corporations can be a clear, steady voice that cuts through the noise. Businesses can bring clarity to this confusing atmosphere by providing credible resources to help their audiences know how to check their voter registration status, whether they need to bring an ID to the polls, if they can vote early, and what their rights are at the polls—ensuring a smooth experience at the ballot box and strengthening our democracy in the process.
Encouraging civic engagement is not just helpful for a strong democracy. It’s good for business. According to a 2024 report, 82% of U.S. adults say companies should give workers time off to vote, and 69% say they should encourage voting. A Harvard case study found that voter engagement programs are well received by customers and employees alike, and they raise brand awareness among new audiences. Furthermore, offering time off to vote has also been found to improve employee retention.
Corporations across the country are offering “Know Your Voting Rights” trainings to tens of thousands of employees. Companies like Hachette Book Group and Dr. Bronner’s are also providing in-kind contributions to add to the festive nature of ACLU’s Party at the Polls events, local activities to ensure voting is fun.
In addition to offering the ACLU’s training, Patagonia has been distributing “Know Your Rights” stickers to employees and customers throughout its cross-country retail locations, headquarters, and warehouses. Other companies are getting creative, rolling out voter engagement efforts that range from simple and fun to rock-star-level creative. At one of Spencer’s 600-plus stores around the country, you can fill out a “make a plan to vote” bingo card at the register, and if you’re staying in one of Aspen One’s six Limelight Hotels, you’ll find an ACLU resource in your room that helps you devise a voting plan and ensures you know your rights.
Ben & Jerry’s released a new ice-cream flavor, Razz Up, in support of the ACLU’s voter participation efforts and has been participating in our “Party at the Polls” activities. It also distributed free ice cream alongside ACLU resources to 17,000 people across Maryland, Michigan, Minnesota, North Carolina, and Texas, and launched a digital campaign to bolster the ACLU’s work, which has generated millions of views. Artist Shepard Fairey’s business, Obey Giant, teamed up with Tom Petty’s estate to create a poster of the musician featuring the title of his iconic song “I Won’t Back Down.” Proceeds benefit the ACLU, with store pages like TomPetty.com directly promoting our organization’s voter resources.
For its “Party at the Polls” engagement, Lush has been providing family-friendly bath-bomb-making activities to encourage and celebrate early voting. Earlier this month, the city of Detroit broke its record for early voting at a single location, a result that was driven by a “Party at the Polls” event and the support of participating brands, which helped create a festive atmosphere. Additionally, Lush is sharing ACLU “Know Your Voting Rights” resources in its more than 200 stores and with its 2 million subscribers. And these are just a few examples.
Some companies have their own programs: Levi Strauss & Co. has developed one to support community college students in civic engagement, and Lyft provides discounts to voters who need a ride to the polls. Disney has aired public service-style announcements to encourage voter participation across its networks.
With misinformation on the rise, companies also have a unique responsibility to support employees with credible resources on the rights and mechanics of voting. According to this year’s Edelman Trust Barometer survey, “business” (64%) and “my employer” (78%) are among the most trusted institutions, and both are trusted more than “NGOs” (58%), the “media” (54%), and the “government” (53%). Providing credible information can also de-escalate tension in the workplace during an especially anxious time in our current political landscape.
And it works. “Time to Vote,” now run by the Civic Alliance—a nonpartisan coalition that has thousands of members helping distribute election info—helps companies that want to develop a clear policy supporting employees to take the time they need to vote. A study on the “Time to Vote” initiative found that employees of companies that participate in the program are twice as likely to exercise their right to vote.
But the value of corporate engagement doesn’t stop at Election Day. It’s highly likely that vote counting will extend longer than election night, but that doesn’t mean anything is improper or illicit. Corporations can be a reassuring voice at that moment by reminding the public that this is a normal part of the process—because it is.
Many businesses understand that a stable economy depends on a stable democracy. And a strong democracy is an inclusive one. The ACLU and our allied organizations are working with businesses and business leaders so they are prepared should we encounter an election emergency. In that event, businesses become an even more vital voice and must understand how to engage policymakers as well as the public to help reinforce facts surrounding election processes.