Communicating Sustainability in 2026: Go Where People Care Without Poking the Bear

What are the causes that count to your audience – and how do you communicate effectively about them? 

The pressures facing people around the world are shifting fast — and businesses need to keep pace. But as public priorities shift and debates around sustainability become more polarised, brands face a difficult challenge: how to engage meaningfully on environmental and social issues without alienating audiences. 

In this webinar, you’ll learn:

• the causes that people really care about now
• the most polarising topics within different markets
• how to navigate grizzly communication challenges
• how to embrace more unifying language which resonates with a greater number of stakeholders

Register now if you would like to attend the live briefing followed by Q&A.

About this webinar

Causes That Count is our annual survey of 5,000 people across UK, USA, China, India and Brazil. It provides an evidence-led view of the issues people care about most today — and how those priorities are changing.

Hugging the Bear is the methodology we use to turn that insight into action. It helps brands find credible, transparent, centrist language that builds trust in an increasingly polarised landscape — broadening engagement on complex ESG issues, without diluting ambition or intent.

We’ll show how the Causes That Count research can be applied through a Hugging the Bear framework to create sustainability narratives that are brave and also resonate.