Hugging the Bear
Hugging the Bear: Creating Impact in a Polarized World
9 February 2026
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In the past, leading and vocal brands were celebrated for taking a stand. We called it Poking the Bear. Back then, reaction and revolution were the order of the day. But now, we’re in different times.
Fast forward, and the world has changed, so our approach to impact needs to change with it. DEI and ESG are in the crosshairs of the culture wars. Conservatism is the new counterculture, and brands are caught in the middle.
To make a positive impact in the world today for your brand, people, or the planet, you might need to ‘hug the bear’.
In 2023, we launched our inaugural Poking the Bear report, where we set out to answer:
- How are marketers feeling about the path forward?
- What do consumers expect from brands now?
- What can we learn from the brands getting it right?
- And what might a refined purpose playbook for the era of polarisation look like?
Two years later, we’re revisiting that work with fresh research and sharper insight. The result? A new mandate for this moment: unity.
It’s time to Hug the Bear. And this report shows you how.
If you would like to receive a copy of previous years’ Hugging the Bear report, please contact us.
