Silence is a strategy. But not a safe one.
For some brands the instinct is to pull back, stay neutral and wait for clarity. But neutrality does not always land as intended: 53% of Hispanic adults say messaging that disrespects immigrant communities would make them stop supporting a brand.
ThinkNow’s three survey waves tracked how the climate is landing on brands. The share of Hispanic adults who say news about immigration enforcement decreased their trust in national brands and retailers edged up from 29% in August 2025 to 32% in March 2026. ThinkNow’s co-founder says most brands waited it out, assuming the issue would fade. It did not.
There is alignment across Latino and non-Latino consumers on the expectation that brands do something, even where they disagree on what: 70% of Hispanic adults and 61% of non-Hispanic adults say brands should play some role. Thirty percent of non-Hispanic adults prefer brands to stay neutral, which is precisely why the guide frames respect, not louder messaging, as the common ground: protect employees, maintain inclusive environments, and make sure policies are not alienating customers.
The structural defense is diversity inside marketing and communications teams, both in-house and at partner agencies. Whatever organizations call that work, teams without it are unnecessarily exposed to criticism and reputational risk they will not see coming.
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Chamber members reach the businesses, media partners and civic leaders acting on these numbers across the Bay Area.
