My name is Fikret Zendeli. I was born in Macedonia, back when it was part of Yugoslavia, and moved to Switzerland at an early age. That’s where I grew up, studied, and built my career.

A few years ago, I founded my own company specializing in civil engineering services, but my passion for making a real impact led me to start Social Friday, an initiative that transforms the least productive hours of the workweek into something meaningful. Eight years later, Social Friday has grown into a global challenge, inspiring teams around the world to turn wasted time into lasting impact.

Friday afternoons are often a black hole for productivity. A British Airways study confirmed what many of us already feel, it’s the least productive time of the week.

Instead of just accepting this as a fact, I asked myself: What if we turned those wasted hours into something meaningful? What if teams used that downtime to do something that truly matters?

That’s how Social Friday was born, a way to transform Fridays from an office countdown into a high-energy, purpose-driven experience where teams step out, connect, and compete to make a difference.

Social Friday connects companies with nonprofit organizations, turning unproductive Friday afternoons into opportunities for meaningful social impact. Instead of letting the least productive hours of the workweek go to waste, teams step out of the office to collaborate, engage in community work, and support causes that matter.

Beyond individual events, Social Friday challenges the status quo of how we use time. Research shows that Fridays, especially in the afternoon, are the least productive time of the week. A Texas A&M University study found that unproductive Friday hours cost the U.S. economy $1.9 trillion annually.

Instead of accepting this loss, we ask: How can we make these hours count? The answer lies in bringing people together, strengthening communities, and addressing the growing epidemic of loneliness and mental well-being challenges. Volunteering is one of the most effective ways to improve mental health, and Social Friday leverages this insight to create a positive ripple effect—turning downtime into impact.

At its core, Social Friday is about people. I don’t see a divide between giver and receiver—both are givers. Doing good isn’t just about giving to others; it’s a gift to yourself. It strengthens mental health, fosters human connection, and reminds us of what truly matters. When teams step up to make a difference, the act of giving transforms everyone involved.

Since Social Friday launched, we’ve organized hundreds of events, from Norway to Hong Kong—the furthest east we’ve reached.

It’s hard to describe the energy these events create, but it’s something the world desperately needs. In a time of increasing division, Social Friday reminds us that impact has no borders. When teams step out of their daily routines to work together, they realize how much they share—regardless of background, culture, or industry.

The impact often extends far beyond the event itself. One unforgettable moment happened in Skopje, after a Social Friday bowling event with an NPO supporting street children. What started as a fun afternoon turned into something bigger. The hosting company later decided to sponsor an English teacher for the kids, giving them access to new learning opportunities every week.

That’s what makes Social Friday powerful—it’s not just about one event, but the lasting impact it creates.

The idea for Social Friday’s rebrand came from a realization: to truly reinvent Fridays, we couldn’t be just another one-off initiative. If we wanted lasting impact, Social Friday needed to become a habit, a movement—something people actively look forward to.

I started thinking: How do we make giving back feel as exciting as a team sport? How do we turn volunteering into something people don’t just participate in, but compete in, engage with, and celebrate? That’s when the vision for the rebrand really took shape.

It wasn’t just about a new look—it was about capturing the energy, excitement, and momentum behind Social Friday. Volunteering isn’t just an act of kindness; it’s a powerful shared experience. We wanted the brand to reflect that.

A brand is more than a name or a logo—it’s how it looks, feels, and communicates. With this rebrand, we’re shifting Social Friday from just a volunteering initiative to what we call the Olympics of Giving Back—a global movement built on action, connection, and purpose.

Before the rebrand, Social Friday was positioned primarily as a social awareness campaign—a way to encourage companies to give back. While that’s still important, the new messaging takes it further. Now, it’s about making giving back a habit—something teams do regularly, like a sport.

We wanted to change the perception of volunteering from a one-way act of charity to a shared experience that benefits everyone involved—businesses, teams, and communities. With this rebrand, Social Friday is no longer just another CSR initiative; it’s now:

We want people to experience volunteering in a whole new way, not as an obligation, but as an exciting, high-energy challenge that becomes part of their lifestyle.

We focused on three key themes: sports, gamification, and team spirit.

We wanted Social Friday to feel as thrilling as game day. That’s why we moved away from the traditional CSR look and brought in bold colors and high-energy design. The goal? To make giving back feel just as exciting as a sports competition.

Each color was chosen with purpose:

This isn’t volunteering as you know it. This is challenging the status quo. This is how Fridays are reinvented, for the better.

One of the biggest challenges was finding the right balance between innovation and broad appeal. Social Friday needed to connect with younger audiences—Gen Z and millennials—who thrive on bold, high-energy visuals while also appealing to corporate decision-makers who look for structure and professionalism.

We wanted to push creativity without going over the top—keeping it fresh, exciting, and competitive while ensuring credibility. The key was making the brand dynamic enough to feel like a movement, yet professional enough to earn trust.

The first time I saw it all come together, I was speechless. When you’ve carried an idea in your head for years, pushing through setbacks and refusing to give up, it’s overwhelming to finally see it take shape just as you envisioned.

We had tried before with other partners, but it never fully clicked. But when I partnered with Dimitar and the team at Relish, everything fell into place. They understood the vision immediately and brought it to life in a way that felt natural and true to Social Friday.

This is the vision I’ve had for Social Friday for years. I’m grateful the world finally gets to see it too.

Social Friday isn’t just an initiative—it’s a growing tradition that brings people together to create lasting change. Four times a year, companies, nonprofits, and individuals step up to turn unproductive time into collective impact.

Companies and nonprofits can connect through the platform, while individuals can take small actions—whether it’s joining an event, spreading the word, or simply doing one good deed on a Friday. It all adds up.

As Social Friday continues to grow, so does the impact. What started as an idea has become a movement, proving that even the least productive time can be transformed into something meaningful.