Shift from bystander to activist with a clear stand

When Carlos Vasquez, a New York dry cleaner, noticed people struggling to afford nice clothes for job interviews in 2009, he took a stand: “If you’re unemployed, I’ll clean your interview suit for free.” It wasn’t a marketing stunt—it was a genuine act of community care. That single pledge snowballed into a nationwide movement of dry cleaners offering free services to job seekers. The news cycle lit up, and local business improved as customers flocked to the “cleaner who cares.” Customers felt proud to support a company with a heart, and employees found deeper meaning in their daily work. Neuroscience shows that acts of altruism light up reward centers just like winning a bonus—so Carlos and his fellow cleaners weren’t just helping others; they were building happiness and loyalty in their own lives and businesses.

Identify one issue you can’t stand by on—whether it’s plastic waste or toxic marketing. Declare your stand in a brief pledge and publish it where people will see, from your LinkedIn bio to your office door. Watch as conversation follows, new allies emerge, and your daily work starts to feel like something bigger than yourself.