Taco Bell Foundation Amplifies Impact: $14 Million Live Más Scholarship to Inspire the Next Generation of Changemakers

Jordan P. Kelley, Content Director, BrandStorytelling

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As corporate brands increasingly align themselves with purpose-driven initiatives, Taco Bell continues to lead by example. The Taco Bell Foundation has unveiled its 10th annual Live Más Scholarship, set to award an impressive $14 million in 2025—a significant increase from the $10 million distributed in 2024. This milestone reflects the brand's growing commitment to empowering students and creating positive societal impact.

Open to both Taco Bell Team Members and the broader community, the Live Más Scholarship distinguishes itself from traditional academic awards by embracing a “passion-based” approach. Applicants, aged 16 to 26, are encouraged to submit a two-minute video showcasing their ambitions, the change they hope to bring to the world, and how education will help them achieve their goals. With award amounts ranging from $5,000 to $25,000, the program prioritizes creativity, individuality, and a drive to challenge the status quo—values synonymous with Taco Bell’s brand identity as a cultural innovator.

Driving Corporate Social Responsibility Through Education

The Live Más Scholarship is more than a financial aid program; it’s a gateway to opportunity. Over the past decade, the initiative has supported nearly 3,000 students and invested over $50 million in their futures. These funds have helped recipients access a diverse range of educational paths, including community colleges, graduate programs, and trade schools. Last year alone, the scholarship saw a 127% increase in two-year program enrollments, reflecting a shift toward supporting students in non-traditional educational journeys.

Beyond the funding, scholars benefit from an array of professional development opportunities, including mentorships, exclusive networking events, and an annual conference. These elements not only enhance their academic experience but also build a tight-knit community of passionate changemakers.

“Working at Taco Bell was my first job, and I never could’ve imagined the impact this community has had on my life and career,” said Victoria Mondani, a three-time scholarship recipient and Taco Bell Team Member. “The Live Más Scholarship has eased the financial burden of college, allowing me to focus on my passions and invest in service projects.”

Brand Storytelling Meets Purpose

For Taco Bell, the Live Más Scholarship exemplifies a harmonious blend of brand storytelling and corporate social responsibility. By emphasizing individuality, creativity, and the courage to pursue unconventional paths, the program mirrors the brand’s own ethos. The decision to use video submissions instead of traditional essays further sets the scholarship apart, amplifying the voices of students whose ambitions might not fit into standard molds.

“This year is especially exciting as we’re allocating more scholarship funds for Taco Bell Team Members than ever before,” said Julie Davis, Taco Bell's Global Chief Legal Officer and Executive Sponsor of the Taco Bell Foundation. “Their hard work and dedication are deeply appreciated, and we want to inspire and enable them to Live Más at every opportunity.”

Generating Brand Lift Through Community Engagement

The Live Más Scholarship is a testament to Taco Bell’s ability to leverage charitable initiatives for broader brand impact. Its Round Up program, which invites customers to round up their orders to support the foundation, generates both funding and goodwill. Contributions from franchise owners, brand partners, and Taco Bell Corp. further amplify the program’s reach.

By connecting a powerful cause with its customer base and employees, Taco Bell strengthens its position as a brand that values community and empowerment. The initiative resonates with audiences who increasingly seek authenticity and purpose in the companies they support.

Looking Ahead

As the 2025 Live Más Scholarship application window opens, Taco Bell invites dreamers to seize this opportunity. With up to $14 million at stake, the foundation is breaking barriers for students pursuing their passions and driving positive change in their communities.

Applications are open until January 8, 2025, with recipients to be announced in April 2025. For more details, visit livemasscholarship.com.

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SOURCE Taco Bell Corp.

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About Taco Bell Foundation

Taco Bell Foundation, Inc. is a 501(c)(3) public charity that helps break down barriers to educate and inspire the next generation of America's young leaders. Since 1992, the Taco Bell Foundation has reached more than 5 million young people across the country and has awarded more than $188 million in grants and scholarships, focused on education and career readiness. For more information about the Taco Bell Foundation, visit www.tacobellfoundation.org.