Operation HOPE and Financial Literacy for All Celebrate Record-Breaking Success of Green Socks Day Challenge

June 02, 2025 at 08:00 AM EDT

National Campaign for Financial Literacy Month Drives Surge in New Clients Seeking Financial Coaching Services & New Leading Organizations Joining Financial Literacy for All Movement

Operation HOPE and Financial Literacy for All (FL4A) announced today that they achieved record-breaking impact following this year’s inaugural Green Socks Day Challenge, which mobilized corporate partners and drove a surge in new clients seeking Operation HOPE’s no-cost financial coaching services.

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Launched to celebrate the advancement of financial literacy as a national priority during Financial Literacy Month, the Green Socks Day Challenge took place on April 30, with individuals, organizations and businesses across the country participating by wearing green socks, taking the Financial Literacy Quiz, and sharing their stories on social media.

A total of 52 Operation HOPE corporate partners and members of the FL4A initiative joined the Green Socks Day Challenge, helping to embed financial literacy into workplace culture and conversation. Participating partners included: Walmart, MasterCard, US Bank, Truist, Huntington Bank, iHeart Media, Delta Airlines, MLB, MLS, Nascar, Nasdaq, NBA, NHL, Shopify, OpenAI, and UPS, among other prominent organizations. These partners activated employees, customers and communities through financial literacy events, in-office campaigns, and digital engagement strategies – demonstrating a shared commitment to building a more financially empowered nation.

Lastly, Operation HOPE saw an meaningful increase of new client enrollments for its no-cost financial coaching programs with more than 6,700 new client sign-ups in April. The #GreenSocksDay social media campaign generated over 1 million impressions and top posts were featured on Nasdaq’s Times Square Tower in New York City, creating a powerful visual moment that amplified the call to action to promote financial literacy.

FL4A and Operation HOPE plan to continue this annual tradition and build on this momentum throughout the year to provide free access to financial coaching, educational programs, and corporate partnerships to build a more financially empowered America.

For more information or to get involved, visit www.fl4a.org.

About Financial Literacy for All (FL4A)

Launched in 2021, Financial Literacy for All (FL4A) is a national initiative co-chaired by John Hope Bryant, Founder, Chairman, and CEO of Operation HOPE, and Doug McMillon, CEO of Walmart. FL4A is dedicated to embedding financial literacy into American culture, ensuring that financial education becomes a lifelong learning priority for individuals, families, businesses, and communities. FL4A is backed by leading corporate partners committed to making financial literacy accessible to all. For more information, visit www.fl4a.org

About Operation HOPE, Inc.

Since 1992, Operation HOPE has been a driving force in economic empowerment, shifting America from civil rights to "Silver Rights"—a movement to ensure free enterprise and capitalism work for all. Through its award-winning HOPE Inside model, which received American Banker's Innovator of the Year recognition, Operation HOPE has impacted over 4 million individuals, directing more than $4 billion in economic activity into disenfranchised communities. With a mission to turn check-cashing customers into banking customers, renters into homeowners, small business dreamers into entrepreneurs, and minimum-wage workers into financially independent individuals, Operation HOPE continues to redefine economic inclusion. The organization recently earned Fast Company's "World Changing Ideas" Award and has been recognized with ten consecutive 4-star ratings from Charity Navigator for fiscal transparency and accountability.

For more information, visit OperationHOPE.org and follow the conversation on Twitter, Facebook, Instagram, and LinkedIn.