For starters, your employees care. More than 40% of marketing professionals are under 35. That same age group is more than 40% multicultural, and 12% identify as LGBTQ+. And—this matters—65% of them oppose ICE raids. If you think they’re not watching your silence, you’re mistaken, trust me.

Secondly, your customers care. That same under-35 group is your present and future audience. In a world where AI is leveling the playing field, what’s left is your brand’s values and emotional connection. Brand love, not just brand performance, will be the differentiator.

I’m not naïve. I’ve been in this industry long enough to understand the balancing act, specifically the risks agencies take when representing brands (and sometimes, government entities), and the calculus brands do when deciding where to take a stand. But it’s equally naïve to believe this moment will pass without consequences. People are watching, young people especially. They’re waiting for leaders to lead—to speak up, to take risks, to show empathy. And as we know firsthand, in the absence of governments doing what they should be doing, people will look to brands and the business world to fill that void. Herein is the opportunity.

No, we’re not elected officials. We’re not policymakers. But we are communicators. Storytellers. If we can’t use our voice to acknowledge the truth and lived experience of the people we claim to care about, then we need to ask ourselves why we’re in this business at all.

There are many ways to speak up, support your teams, and tell these stories. So if you’re not sure how to tackle this one, reach out. I’m happy to brainstorm with you and your teams—because this is about all of us, and it isn’t about being political or apolitical. It’s about being human.

Nobody said leadership would be easy. But as David Ogilvy once said: “Leaders grasp nettles.” Now’s the time.