Lead with Heart—Your Company’s Voice Matters

In January 2025, rumors swirled that ICE might be conducting operations in Portland. Phil Geffner, owner of Escape from New York Pizza, told local media: “Anybody that wants to come into the pizza store and hide in the back…just leave these people alone, bottom line.” He offered refuge—literally and symbolically—for anyone feeling unsafe or threatened.

When federal agents raided Buona Forchetta, a beloved San Diego restaurant, on May 30 and detained three staffers, the owners responded with courage instead of silence. By calling the raid “nothing short of traumatic” and prioritizing their people, they sparked solidarity in their community. Other small businesses rallied, protests grew, and the community stood strong.

This proactive stance—welcoming vulnerable neighbors and publicly declaring support—stood in stark contrast to the silence of larger businesses. No major corporations in Portland or San Diego have publicly spoken out against ICE raids. While small businesses were preparing safe spaces, large companies remained silent, defaulting to cowardice instead of moral leadership.

This illustrates a growing trend: small businesses are often the first to speak out against injustice, while larger corporations hold back.

Small businesses lead with heart

From Buona Forchetta’s public solidarity to protests in the streets, small firms often act swiftly when injustice hits home. With closer ties to their communities and employees, they feel the impact directly. Their voices can be personal and powerful. In contrast, larger corporations frequently rely on legal advice and PR teams, losing sight of the human cost of staying silent.

A significant portion of the U.S. workforce is made up of immigrants or individuals from immigrant families (more than 17% of American workers, according to the U.S. Bureau of Labor Statistics). In industries like food service, agriculture, construction, and health care, those numbers are even higher. They're the people who greet customers, stock shelves, build products, and keep operations running. When immigration raids happen or hostile policies target these communities, staying silent puts your own employees at risk—not just physically, but emotionally and psychologically. Speaking out is not only a matter of values; it's an act of protection, solidarity, and leadership that tells your team: “You matter here.”

This isn’t just about immigration.

We’re facing a wave of democratic erosions: aggressive deportation policies, suppressed dissent, exorbitant tariffs and isolationism, and military actions like strikes on Iran’s nuclear facilities. Melinda French Gates insisted that CEOs must “break their silence,” urging them to use their platforms to uphold global values and humanity.

Moral clarity over profit

Paul Argenti, professor of management and corporate communication at The Tuck School of Business at Dartmouth, emphasizes that companies can’t stay quiet when injustice touches their communities…especially during moments of heightened tension. In fact, a recent Axios/Gravity survey found that 69% of leaders feel employees strongly expect corporate engagement on these vital issues. So why are they staying silent?

My friend (and former boss) Elisa Speranza serves as an independent board director to many corporations and shares her own thoughts (not representing any company). “Some smaller companies—and a few principled large ones—are doubling down on their organizational values," she says. "What I’m seeing as a result is increased employee loyalty and customer appreciation. It turns out walking the talk is good business, as it always has been. Capitulation to authoritarian gaslighting, revisionist history, and outright racism is never a good look.”

The bold choice: Penzey’s Spices

Wisconsin’s Penzey’s Spices is not staying silent. Unlike the cautious approach of many large corporations, founder Bill Penzey has unapologetically used his business platform to speak out on political extremism, civil rights, climate denial, and threats to democracy. His “About Republicans” page flatly describes systemic wrongs and states: “we’re done pretending the Republican Party’s embrace of cruelty, racism, Covid lies, climate change denial, and threats to democracy are anything other than the risks they legitimately are…We are happy to have you here, but know that we will…try to wake you up from this dream that has you believing there is anything conservative left at all to what the Republican Party has become…it sure would be nice to get back to a time where Republicans were equal defenders of equality, the environment, and democracy. We look forward to that day.”

Penzeys Spices sent 37,038 boxes of their “Resist! Keep America Alive” spices to Washington, DC, area customers free of charge.

Penzey’s candor has drawn backlash but online sales have jumped by nearly 60%. After Kamala Harris visited the store, they lost 3,190 subscribers but gained 7, 739. Penzey’s has  become a poster for values-driven entrepreneurship—showing that speaking out can both cost and catalyze growth.

Why does this matter?

Vocal small businesses transform local economies into ethical communities, unafraid to align with democratic values. Their presence and activism shift norms, setting expectations for broader corporate commitment.

Speaking out in moments of crisis isn’t just a moral decision—it’s a strategic one. When companies take a clear stand, it boosts employee morale and unity, showing workers that their well-being and dignity are priorities. This is especially vital for employees who are immigrants or come from historically marginalized communities, who need to know their employers have their backs.

It also strengthens customer trust. Today’s consumers, especially younger generations, are deeply driven by values. Authenticity and courage in the face of controversy build loyalty that no marketing campaign can buy. And beyond the workplace, companies play an essential role as defenders of democracy. With their platforms, influence, and reach, they have the power to shape public discourse, protect civil liberties, and model the kind of leadership our society needs. When companies lead with heart, everyone benefits.

I asked my friend Julie Lamothe Jensen of Moxie HR strategies for her thoughts. "Employees these days place a premium on working for companies whose social, environmental, and business values align with their own," says Julie. "This means they also want organizations to boldly stand behind those values and to speak up when injustices and inequality happens. This is especially true for populations who have been historically marginalized."

"The current climate in America is one that has women, immigrants, people of color, LGBTQ+, and other groups concerned and even fearful about what the future holds for them and their family," Julie continued. "When their employer stays silent on matters that directly affect them or their coworkers (ICE raids, reduction of human rights, protests, etc.) and the company doesn't speak out and take a stand, leaders of the organization can be viewed as complicit, and one's psychological safety is shaken to the core, as a result. Those inspiring  company "values" become diluted - mere words on a company poster - when there's a lack of action in support of their employees. In time, employees who don't feel safe, seen, and supported are more likely to leave and go to work for a competitor brave enough to actually be the change they wish to see in the world...a change many desperately want and need."

An example of a small business living out its values: Citizen Ruth combines art and media with social responsibility and activism. With a flagship store located in Portland, OR, Citizen Ruth directly supports 250+ female, queer, and marginalized artists and makers from all over the world, selling products in 500+ stores nationwide. Dedicated to fighting inequalities, Citizen Ruth aims to lead the resistance using their voice, profits, and power for change.

Rising to the moment

We’re at a crossroads. Many small businesses like Buona Forchetta are leading with integrity. Tech leaders like Melinda French Gates are urging action. Now, larger companies must decide whether to follow—or stay silent. When injustice affects your community, your employees, or your values, speaking out isn’t optional—it’s essential.

Let’s make your message the one they remember. Fertile Ground Communications transforms complex ideas into clear, compelling messages that capture attention and inspire action. Whether you’re a small business, public agency, or nonprofit, we help your voice break through the clutter and connect authentically with your audience.