As a new year begins, the need for companies to be part of the change we want to see in our communities has never felt clearer.

At the same time, it’s a moment when individuals feel a deep sense of generosity, gratitude and a drive to give back. For some, heartfelt intention must give way to economic realities. A recent survey found that 54% of Americans wish they could give more to charity but cannot afford it. Meanwhile, more than six in 10 believe that charitable giving has a bigger societal effect than consumer spending.

Enter corporations. In times such as these, larger businesses have an opportunity and a responsibility to show up in ways that bridge the gap between best intentions and household budget shortfalls. To be effective, this giving cannot take place only on #GivingTuesday and during the holiday season. It must be embedded into business operations.

Between mid-November and early December, Philip Morris International U.S. offered a clear view of what 365 days of giving can look like. We called the campaign “Thanks for Giving” and designed it to promote the good work our charitable partners do daily.

We also make it easy for our employees to get involved in good works — through volunteerism and our WeCare program, which allows all full-time PMI U.S. employees to nominate nonprofits to receive company-funded support. In 2025, our employees directed nearly $1.87 million to more than 400 worthy organizations in their communities.

In Kentucky, a stockroom attendant at our Owensboro facility put forward Boulware Mission, a century-old residential treatment and recovery program that supports men facing homelessness, unemployment and mental health challenges. He spearheaded a corporate donation of more than $200,000 to the organization, helping it expand its services and reach.

In 2025, PMI U.S. contributed nearly $12 million to 600 organizations nationwide, prioritizing our core giving pillars: veterans and military families, economic empowerment, disaster relief, and the arts.

These contributions are making a measurable difference. Our partnership with Tragedy Assistance Program for Survivors (TAPS), which supports people grieving the loss of a military or veteran loved one, helped strengthen the group’s around-the-clock survivor care, from its national helpline to casework support and virtual and in-person programming. This year, more than 7,000 U.S. families reached out to TAPS for help.

Economic empowerment has also been a central focus of our giving, especially in PMI U.S.’s home state of Connecticut. In 2024, our work with AdvanceCT helped the group attract investment and strengthen the state’s innovation economy, driving the creation of nearly 5,000 jobs and more than $843 million in capital investment.

This work isn’t about a single day of goodwill. It’s about showing up for the people who strengthen their communities every day, not just during the holidays.

Marian Salzman is the senior vice president for corporate development at Philip Morris International’s U.S. businesses./InsideSources