Caught in the Middle: What Immigration Policy Means for Business

By: Carrie Healey

Carrie Healey runs strategic communications campaigns at Purple Strategies and previously led immigration and policy communications at the U.S. Chamber of Commerce, following years of experience in Democratic politics.

STRAIGHT TO THE POINT

• Immigration is no longer just a policy issue — it’s a brand risk. With increased enforcement, polarized politics, and employee fear colliding on the retail floor, companies can’t afford to be silent.

• Employees are walking off the job. Customers are paying attention. And ICE is showing up with or without warning. If your organization isn’t prepared to communicate quickly, compassionately, and in compliance with the law, you’re already behind.

• Silence is not safety. Transparency is the strategy.

What We See

American businesses – especially retailers, who are on the front lines of this issue – are under more pressure than ever before. Despite many undocumented workers being ineligible for employment, a recent survey from Pew revealed that 90% of Americans acknowledge undocumented workers take jobs U.S. citizens often won’t. But according to a recent Purple Strategies survey of the informed public, 67% of Americans still believe retailers should only employ verified workers, and 58% believe companies are breaking the law when undocumented employees are integrated within their supply chain — even if they aren’t directly employed by the retailer.

Immigration is also one of the most polarizing issues in American politics — and for companies, it often feels like there’s no safe ground. Move too far left, and you risk being labeled as soft on crime. Move too far right, and you’re branded as heartless. The left demands compassion and care for immigrants; the right demands strict enforcement and removal. At first glance, there seems to be little reward for speaking up — but plenty of risk for stepping wrong.

The threat of ICE activity, even if rumored, can trigger real disruptions; retail employees fear ICE raids and reputational damage is amplified when ICE agents take action on business premises. In addition, there is an expectation that companies publicly explain their policies — 79% of informed Americans say it’s important for businesses to be transparent — and that the status quo isn’t sustainable. In this climate, staying quiet isn’t neutral, it’s a missed opportunity.

What It Means

American Companies need a new playbook. Immigration enforcement is accelerating, and reputational risks are spreading across entire supply chains. The tools businesses have relied on to stay compliant — like E-Verify — are outdated. A 2019 CATO report found that E-Verify failed to detect more than 5 in 6 undocumented workers, and they’ve mistakenly flagged nearly 750,000 legal ones.

The public expects both lawful action and human compassion — 48% of informed Americans say companies should commit to both. For businesses, that means affirming hiring compliance and showing support for foreign-born employees who may be targeted by enforcement or fear for their families. The right message does more than signal intent — it demonstrates how you’re actively following the law while also standing behind your people. That includes communicating your compliance policies clearly and consistently and offering reassurance to employees whose lives — or their loved ones’ — may be disrupted by immigration enforcement.

And it’s not just about your direct employees. The public and the press won’t stop to parse your vendor contracts or supply chain structure. If an undocumented subcontracted employee is arrested at a store or warehouse, the headline will name the brand, not the subcontractor.  That means companies must extend their communications expectations, compliance policies, and crisis planning across their entire contractor network. In this environment, who’s wearing your logo matters more than who’s on your payroll.

What To Do

1. Audit your supply chain: Start by understanding where your risk exists. Review your vendors’ hiring practices and assess where visibility or verification may be weak. The public won’t parse fine print.
2. Communicate like you care — because you do: Employees should hear from leaders directly. And 40% of the public want regular emails from senior leadership during periods of immigration uncertainty. Town halls, video messages, and internal FAQs can also go a long way to reduce fear.
3. Pair compassion with compliance: Use messages that affirm you follow the law and support your people. We follow the law and care about our workers is not contradictory—it’s a competitive advantage.
4. Build a rapid response team: Legal, communications, HR, and business leads should scenario-plan for enforcement actions or raids anywhere in your supply chain. Know who drafts the first statement, who fields media, who supports employees on the ground. Don’t scramble. Be ready.
5. Stay proactive, not reactive: Don’t wait for ICE or activists to force your hand. Have a policy statement ready and train managers on what to do during a raid. Brief your suppliers on these policies and procedures and share your commitments internally and externally before a crisis hits.

 

Reputation and responsibility go hand in hand. The public expects clarity, not perfection. They want to know that businesses are following the law, protecting their workers, and communicating honestly.

Businesses don’t need to take a side in the immigration debate. But they do need to speak up, act smart, and be ready. Because right now, doing nothing is the riskiest move of all.

Want to talk about how to build an immigration-ready communications plan? Let’s connect.