By Rabbi David Cohen:
However, you must observe My Shabbatot. (31:13)
Tishmoru is written in the plural, implying that the commandment to observe Shabbat is being spoken to a group. The Chafetz Chaim, zl, commented, “It is not enough that you and your household observe Shabbat. You must see to it that other Jews also observe Shabbat.” Thus, it is not a singular command.
Rarely do we find the Torah instructing us not only to personally observe, but also, to see to it that our observance influences others. I write this specifically because our observance, and valuing of this mitzvah is the only way the alienated Jew will ever come to appreciate Shabbat. Unfortunately, we have so many Jews in our community whose shabbat experience is limited to a Friday night meal (sadly many homes don’t even do Kiddush). When they see how much it means to us: externally, our changed demeanor both in the way we dress and the way we act; and internally, our being at peace with ourselves, with our family, suffused by the glow and warmth of Shabbat, then it will imbue them with second thoughts.
Shabbat Shalom.