Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

America's fences sit alone right now.

No one is sitting on them. Few even dare to contemplate doing so.

As seemingly every aspect of life takes on a political hue, CEOs and brands are wondering what to do and what to say, but fearing they must say something.

It's tempting to avoid politics. Employees, though -- especially younger employees -- want their companies to stand for something more than the mere making of lucre.

So companies are making declarations of one sort or another.

Recently, Nike offered a very pointed appeal for equality in an ad broadcast during the Grammys.

Cadillac, too, stepped into the socio-political arena during the Oscars. Its ad talks about "a nation divided." It also offers highly elasticated logic as to why this is relevant to Cadillac.

Something about people carrying each other.

In Cadillac's case, the company denied it was making a social or political statement.

Now it's Hyatt's turn. Its new campaign is also launching during the Oscars. Its theme? Understanding.

Again, this seems a very deliberate counterpoint to a national atmosphere in which foreigners represent the other -- and not in a good way.

Here, Hyatt shows small gestures of goodwill being committed by people of different races and creeds. You might imagine that this is, at least, reflective of hotel industry's essence.

Or at least an essence it would like to claim as it tries ever harder to nickel-and-dime its customers, just as airlines do.

Again, though, Hyatt insists that this has absolutely, positively no political overtones.

Asked by CNBC whether it was a comment on the president and his travel ban, a Hyatt spokesman said: "No, it's not. Hyatt is a global company, and these moments are things we can all relate to."

I'll differ without begging.

The US tourism industry is experiencing what some call a "Trump slump." $185 million is said to have evaporated since the president announced his executive order temporarily banning all immigration from seven Muslim-majority countries.

Though a court stayed the ban, fear of travel was sown. Daily, you hear of people with foreign-sounding names being detained at the US border. The president himself has made both Paris and Sweden feel like no-go areas.

Many travel business leaders look at this and decide they must act.

Of course, one can understand the need not to be seen to be directly contradicting the president. But these companies must find ways to protect their businesses, as well as reassuring their staff.

Some might see irony in the fact that Donald Trump is himself a hotelier with his own grand global designs.

Still, in the coming weeks and months, I suspect more companies will begin to embrace overt statements of global unity in some form.

It's not easy when some in the government are preaching economic nationalism as the absolute antidote to globalism.

What's a global brand to do? Show some understanding, I suppose. But only some.