Why brand silence isn't a safe strategy when communities are under pressure

In Ad Age, God-is Rivera challenges brands to rethink silence as a default response when the communities they serve are under pressure.

Rivera points to the disconnect between brands pursuing Hispanic and Latinx consumers as growth audiences and the reluctance to acknowledge the social and political conditions shaping those consumers' lives.

The piece argues that sustainable growth requires cultural readiness, not just crisis communications. Brands need values, relationships, and decision-making systems that are already in place before difficult moments arrive.