How Brands Navigate Social Issues: Immigration, ICE, and DEI in a Changing World
In recent years, brands have been pushed into political and social discourse, now expected to navigate these topics they once avoided. Immigration, U.S. Immigration and Customs Enforcement (ICE), and diversity, equity, and inclusion (DEI) have become daily topics of conversation. For me, with my Mexican heritage, this is also a personal matter. These issues impact people’s safety, sense of belonging, and opportunities. When brands speak out about justice or fairness, it doesn’t take long to see who remains authentic and who is just performing temporarily.
Immigration, Policy, and Work
The United States has seen an increase in border enforcement and workplace checks by ICE. These changes impact millions of immigrant families and the industries that depend on them. Many farms, restaurants, and construction companies rely on immigrant labor. When laws tighten or fear spreads, workers disappear and businesses struggle. According to the Migration Policy Institute, immigrants play a vital role in the nation’s economic growth, contributing both innovation and stability to the labor force. The problem is that their contributions often go unnoticed.
Brands Under Pressure
As these issues persist, brands are facing pressure to take a stance. Some speak out openly, showing support for inclusion and immigrant communities. According to WUSF Public Media, Costco recently faced an anti-DEI proposal from a conservative shareholder group that urged the company to report potential “risks” related to its diversity efforts. Instead of backing away, Costco’s shareholders rejected the proposal by 98%, and the board reaffirmed its support for DEI as a core part of the company’s values.
Concurrent with this escalation, this stance may appear as brands remaining silent rather than speaking out. According to CNBC, Target recently announced it would end several of its DEI goals, stop participating in LGBTQ+ inclusion surveys, and change its supplier diversity program into a more generic supplier engagement team. When brands that once promoted inclusion take steps backward, it sends a message. Silence in that moment can appear worse than misstepping. I think silence speaks louder than words. Brands that claim to support diversity but step back run the risk of losing trust of both employees and buyers.
What Makes a Brand Genuine
The brands that earn audience loyalty and respect are the ones that stay honest. If a company truly supports immigrant or minority groups, it should show through the employees it hires, who their business partners are, and how the individuals within the corporation treat their surroundings. Being transparent about challenges also helps. For many brands, those challenges include navigating backlash, meeting diversity goals, and facing external pressures. People don’t expect perfection; they just want to see effort.
While companies don’t need to take a stance on every issue, their actions should reflect their values and care for the communities they serve. These values include fairness, inclusion, and respect. They can do this by showing up for local communities, partnering with organizations that support minority groups, or providing resources like training programs or legal support for immigrant workers. A brand that takes action will earn more trust than one that doesn’t.
Beyond PR and Marketing
Brands are not separate from the world they live in. Immigration and DEI shape communities, and communities shape businesses. Companies that act with care and authenticity will last longer than those that respond when it’s relevant.
For me, this topic goes beyond PR and marketing. It’s about seeing people who are often ignored and holding brands accountable for the influence they have. When a company speaks honestly and acts with compassion, it tells people like me that we matter.
About Alex
Alex is a senior studying Advertising and Public Relations and Business Management. This is his second semester with GrandPR, and his first term as an Account Executive. He is looking for a job where he can help people feel valued. He has a passion for photography and music and loves spending time with friends and loved ones.