Show Me the Messaging: Hugging the Bear UK Edition

How can brands build credibility and impact when every message is under scrutiny?

At a time when public discourse in the UK feels increasingly divided and sustainability conversations are becoming more politically charged, many brands are grappling with the same challenge: how do you communicate ESG ambitions in a way that builds trust, rather than deepen polarisation?

Enter Hugging the Bear: UK Edition.

This new report explores how, in today’s political and cultural climate, unifying, values-led communication has become one of the most important leadership tools available to brands.

Not long ago, bold brands were rewarded for taking strong public positions. Today, DEI and ESG sit at the centre of cultural tension, scrutiny is higher, and expectations are more complex. Brands are still expected to act, but how they communicate now determines whether they build trust or lose it.

This session will bring fresh insights from new UK data, exploring how consumers respond to messaging on issues that can quickly become polarising. We will explore:

• How marketers can navigate a more polarised landscape
• Examples of brands striking the right balance
• What a credible purpose-led communications playbook looks like for 2025 and beyond
• The evergreen techniques to make these issues more relevant and resonant

Designed for sustainability and communications leaders alike, Hugging the Bear offers practical frameworks, fresh insight and actionable guidance to help brands build stronger narratives rooted in transparency, trust and cultural understanding.