Why CEOs and CMOs Cannot Ignore the Immigrants Who Built Their Brands and Businesses- What Will You Say?

By Lili Gil Valletta

I am an immigrant.

I came to this country with a suitcase full of dreams, not speaking English fluently, and a relentless drive to contribute. I believed—like millions do—that America was a place where anyone willing to work hard and show up with integrity could build something meaningful.

And I did.

But today, as protests erupt across Los Angeles and immigration is once again turned into a political “piñata” and talking point, I can’t stay silent. Because this isn’t just political. It’s personal. It’s economic. And it’s cultural.

Immigrants don’t just contribute to America. We are America.

Unless you are Native American, you are the descendant of an immigrant. And chances are, your ancestors didn’t have to wait 10, 15, or 20 years for a visa. They didn’t face detention or deportation. They weren’t separated from their children. Most passed through Ellis Island with dignity—welcomed by a system that recognized their humanity and economic potential.

That system is long gone.

Today, we have an immigration framework built for a labor market that no longer exists—built on quotas from the 1950s and bureaucracy from the 1990s. It’s outdated, overloaded, and dangerously misaligned with the workforce we desperately need right now.

The Cultural and Economic Truth

Let’s look at the numbers—because data doesn’t lie:

• Almost 20% of the U.S. workforce is foreign-born
• Immigrants make up 40% of agricultural jobs, 36% of construction, 31% of hospitality, and over 18% of healthcare roles
• They represent 27% of the tech workforce, driving innovation and shaping the future
• They contribute $579 billion in taxes and $2.2 trillion in GDP annually

This isn’t about charity. It’s about our shared prosperity and well-being. Our country doesn’t function without immigrants, and our economy doesn’t grow without them.

There’s more:

• 100% of U.S. population growth comes from diverse communities
• Latinos alone account for 78% of all net new jobs in recent years (Latino Donor Collaborative, 2023)
• Immigrants and their children are younger—making them the most vital pipeline of labor in an aging America

We are THE solution for a prosperous nation, and for your brands and corporations to continue to grow and thrive.

Immigrant Roots Are Business Roots

If you lead a business in America, it is likely powered by immigrant ambition—whether you acknowledge it or not.

• 46% of Fortune 500 companies were founded by immigrants or their children
• 55% of billion-dollar startups were immigrant-founded

This isn’t a coincidence. It’s our economic DNA.

So let me speak directly to my peers in the C-suite:

You cannot claim to build for the future without investing in the people who are already building it (and buying your products and working in your manufacturing lines)—immigrants.

You cannot talk about progress and leave out the undocumented mother who stocks your shelves, the student who graduated in the U.S. but cannot stay because he didn’t make the visa lottery, the DACA recipient coding your app, or the immigrant founder navigating visa backlogs for YEARS!

Why the Silence?

Despite these facts, we still hear narratives rooted in fear, ignorance and not truth. We still see companies quietly benefiting from immigrant labor and talent—while remaining silent or ignorant, yet they hold both marketing as well as political power to reframe the narrative and propel ACTION.

Not taking action has a cost:

• Mass deportation would slash our GDP by up to $1.7 trillion
• It would collapse key industries
• It would accelerate inflation
• And it would devastate the very communities—and companies—we claim to serve

Silence isn’t neutral. It’s expensive. It’s inhumane.

This Is Not Performative. And It’s Not Political.

Let me be clear: This is not about being performative. It’s not about checking a DEI box, scoring points on social media, or signaling virtue. Corporate America sadly has been there and done that in the season of COVID and BLM, and here we are now self-correcting and still waiting for real progress.

And it’s definitely not about politicizing immigration. It’s about facing the reality that immigration is both an economic engine and a human truth.

We cannot separate spreadsheets from stories. We cannot discuss workforce strategy without mentioning the people who make that workforce possible. We cannot celebrate resilience and innovation while ignoring the lives, labor, and legal barriers faced by millions of immigrants every day.

This isn’t about left or right. It’s about growth and dignity. It’s about economics and humanity. And it’s about whether we’re willing to lead with courage in a moment that demands it.

Immigration reform isn’t charity, it’s not politics. It’s an imperative for everyone’s progress and a moral reckoning. One that business leaders canot afford to ignore.

The Call to Action

At Culture+ Group, we’ve spent more than a decade helping brands turn Cultural Intelligence® into a competitive edge. But no amount of strategy, storytelling, or brand campaigns will make up for a broken system that impacts the very people holding up your business.

So here’s my call to every CEO, CMO, and board leader reading this:

If you believe in the American dream and our shared prosperity, fight for the hands that build it. If your brand claims to care about community, prove it when it matters.

Because the future of this country—and your company—isn’t just built by immigrants. It is built on immigrants.

We built the dream. And we build your success and bottom line too.