The Risk of Saying Nothing: Why Agencies Must Lead Now

The fear in our industry is real. Mergers. Layoffs. Budget cuts. AI literally threatens to replace us (shout-out Meta). And then 2025 arrived, kicking off with a wave of anti-DEI sentiment from the current administration—and, in lockstep, from many marketers.

And now, we’re witnessing the most aggressive attack on immigrants this generation has seen. Last month, when ICE raids hit Los Angeles like a bullet train, our agency spoke out—not about the financial hit to our communities or our clients, but about the emotional and human toll of such a blatant display of hostility toward immigrant families. Just as the DEI backlash was never truly about meritocracy, these raids aren’t really about legal versus illegal. They’re about targeting the most vulnerable.

For us, speaking up felt obvious. We’re an independent, minority-owned agency founded by immigrants. But what surprised me was how few others joined us. Over the past few weeks, agencies have been largely silent. I know Cannes was happening; I saw it everywhere in my feed. But while everyone was off celebrating creativity, the raids continued—and spread. 

Even before Cannes, our industry’s employees felt the silence, not just publicly but internally at their offices. Those of us who did speak out heard from some of your staff, “We wish someone at our agency would even bring this up, but it’s just BAU around here.”

This isn’t just a West Coast issue, either. Raids are happening nationwide. And according to multiple sources, nearly 70% of those being detained have no criminal record and no warrants.

So why should our industry weigh in? Thus far, I’ve seen a few posts about the potential financial impact—declining sales, reduced store traffic, and the long-term risks of alienating multicultural communities. All important, of course. But I’d like to offer two more reasons why we, as agencies and brands, should demonstrate we care.

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.