Recognizing the value of census data and the risks of inaccurate information from an undercount, every business and organization can play some role in ensuring a fair and accurate census.

In 2010, some companies engaged in opportunities to educate their clients or employees, while others went far beyond to support broad engagement with the public. Nickelodeon used Dora the Explorer to reach children. Target and Best Buy promoted the census in their stores, including displaying notices on television screens. Utilities promoted with inserts to monthly bills. Google enabled maps about participation rates. AT&T developed a strategy for sending census information to friends through mobile devices.

In coming weeks, the Census Bureau will begin to announce innovative partnerships for 2020. Because this will be the first online census, there are countless new opportunities to counteract misinformation campaigns, support cybersecurity efforts, and provide opportunities for awareness and responsiveness among hard-to-count populations.

The Census Bureau is seeking formal partners to identify appropriate opportunities for engagement. In addition, numerous foundations are coordinating other activities to encourage participation.

What strategy is most appropriate or useful for any business or organization will vary. But there is most certainly a role for everyone to encourage a high-quality census and participate in activities that make it accurate.