Why Brand Silence on Global Crises Risks Consumer Trust

Ian Baer, founder of Sooth, emphasizes that U.S. companies can no longer afford to stay silent in the face of global conflicts like the war in the Middle East. As public expectations evolve, today’s consumers—especially younger generations—demand clarity, transparency, and values alignment from the brands they support. Corporate silence is increasingly perceived as indifference or avoidance, which can damage brand trust and reputation. Baer urges brands to respond with empathy, honesty, and relevance, noting that navigating sensitive issues isn’t about politics—it’s about people. In a globalized, hyper-connected marketplace, how a company shows up during moments of crisis reflects what it truly stands for.

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