I cringe when I see advertisements or hear of MLK Day sale.

Dr. Martin Luther King Jr., the nation’s most revered civil rights leader, is remembered the third Monday in January each year for his contributions that helped shape the consciousness of America. Yet there are some who seek to commercialize or market the event in the same fashion as a President’s Day Mattress Sale.

At this time in our nation where tensions have mounted over the death of young black me at the hands of white police, thousands of Nigerians have been slain by Boko Haram, and terrorists in Paris murdered innocent people, we can’t be cavalier about the message of nonviolence or the man who championed the non-violent movement for social change. We cannot trivialize justice.

I encourage caution for any business organization that steps outside of the traditional mode of marketing and promotion pegged to the commemoration of MLK Day.

MLK Day is a very serious holiday, and it should be observed with events that speak to the high standards set by Dr. King

Promotion and marketing pegged to MLK Day works best if it creates opportunities for individuals from all walks of life to come together for the good of the total community.

Companies and organizations that put a high value on diversity and desire to reflect those values in in their operations can focus attention on their MLK Day activities, as long as they tastefully do so.

Diversity is good for business. Share your message on diversity on MLK Day and throughout the year, and you will see benefits. Remember, play it safe and stick with traditional commemoration.