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On key national holidays, businesses throughout the United States–from large companies to small mom-and-pop shops–wrap themselves in the American flag to demonstrate their patriotism. Indeed, these businesses go all out, waving Old Glory and infusing red, white, and blue color schemes into their advertisements, websites, and social media platforms.

Businesses do this because these holidays resonate with consumers, who signal their approval with their wallets. According to a report by the National Retail Federation, Americans spend more than $9.5 billion on July 4 celebrations alone.

But at a time when the nation is more fractious than ever, it is incumbent on business and industry to look at their commitment to America as more than a lucrative marketing play timed to major national holidays. American businesses should be playing a leading role in bringing the country together all year. And that leadership is particularly important now, more than ever, as our nation begins to think about our 250th birthday in 2026.

I hear constantly from business leaders concerned by our divisions, by the public vitriol, by our seeming inability to conduct civil discourse and find common ground. Businesses frequently feel trapped, uncertain of how to engage in civic life without risking their reputations.

Yet the evidence is clear: Employees and consumers alike value businesses that lead through responsible civic engagement. Last year, the nonpartisan Civic Alliance found that “76% of consumers would be more likely to work for a company that promoted democracy.” Companies practicing civic engagement also outperformed the overall S&P 500.

Now is the time for business to embrace, not retreat from, this opportunity. In preparation for our nation’s 250th anniversary, the time is ripe and right for businesses to step up and galvanize their resources to honor our country, commemorate its complicated history of triumph and tragedy, and encourage its citizens to do the same.

America and its businesses have a long history together. Our forefathers and foremothers–those so fortunate as to come here by choice–did so to build a better life. Risk takers and innovators looking for opportunity opened shops, founded businesses, and started trades–more than 20 of which are still preserved to this day in Williamsburg, Virginia alone. In fact, entrepreneurship is one of the driving forces behind the growth and development of our democracy–which has, in turn, enabled entrepreneurship to thrive and expand through the centuries.

America’s business community, therefore, owes something to the country. The 250th anniversary of our independence provides us with that opportunity to come together and honor the astonishing events that occurred in 1776 and forever changed the world. At the same time, it is the ideal time to pay the country back for providing the seeds, fertile ground, and nourishment for U.S. industry.

To do so, there are a number of concrete steps that businesses, individually and collectively, can take to lead in the commemoration of the 250th birthday of America. The first is through employee engagement. As the semiquincentennial draws nearer, workplaces should encourage year-round civic dialogue and engagement, particularly in local and national events around the country to observe the anniversary. Based on a national convening of civic planners, history museums, and other entities held in Colonial Williamsburg earlier this year to plan for 2026, I know for a fact that there will be countless opportunities for civic engagement across the country.

Second, the business community must ensure all Americans fully understand their own role in our never-ending work of building a more perfect union. Today, though, only eight states and the District of Columbia require a full year of high school civics education, 11 states have no civics requirements, and only 40% make it mandatory for students to take a civics exam as a graduation requirement. Clearly, much more can be done and must be done. Business can partner with schools, teacher and school superintendent associations, and other related organizations to help implement more comprehensive civics curricula so that the next generation not only succeeds professionally but also contributes to the civic health of our society.

Third, we look to organizations such as the U.S. Chamber of Commerce, one of the most powerful voices and forces in civil society, as well as professional business associations and societies to marshal their millions of members and prioritize the commemoration of our nation’s 250th, through funding, community involvement, employee engagement and education, and yes, even commercial opportunities that promote awareness.

Earlier this year, Edelman’s 23rd annual, international “Trust Barometer” survey revealed that “Business is now the sole institution seen as competent and ethical,” in stark contrast with widespread deteriorating faith in government and the media. The country with the greatest measured increase in trust in business? The United States.

The bottom line is that America is good for business. And business is good for America.

Carly Fiorina is chair of the Colonial Williamsburg Foundation Board of Trustees, a former presidential candidate, and former CEO of Hewlett-Packard.