Imagine you’re an hourly employee in retail apparel, handling a steady stream of customers in the hectic holiday rush. You cater to a wide range of demands, working at top speed to keep customers happy and the store in tip-top shape.

In the midst of all this, your employer interrupts your busy day and asks you to participate in the company’s latest “employee engagement campaign”—the opportunity to give back on a weighty social issue like sustainability or women’s empowerment. Do you roll your eyes, or do you embrace the chance to give back?