Brands Should Reframe Their Purpose Messaging To Beat Polarisation

Today's political climate has made it harder than ever for brands to communicate sustainability and impact messages.

Despite ongoing concern about the environment there is also growing scepticism, with studies showing consumers increasingly believe that a more sustainable lifestyle makes no or little difference - 47 per cent according to this 2024 Deloitte study.

Revolt's (part of Anthesis) latest research paper 'Hugging The Bear' explores exactly this conundrum and reveals that brands consistently misjudge what consumers actually care about. It proposes that human values, not activist framing, are the key to messaging that cuts through.

"Our research shows over half of US consumers are still voting with their wallets, prioritising brands that drive positive change," says Revolt's strategy director Clarice Metzger, "The demand hasn't disappeared. What's missing is the roadmap for how to show up authentically without getting dragged," she continues.

It follows the agency’s 2023 'Poking the Bear' report, which explored polarisation across the political spectrum and how brand leaders could respond to evolving consumer expectations.

Since then it has become even tougher for brands to speak out on issues. For example more than half of UK businesses said they were considering changing their DEI approach according to Trump's criticism.

"Terms like 'DEI', 'climate justice', and 'ESG' have become politically loaded, triggering instant reactions that have nothing to do with the actual work being done. It's made brands retreat when they should be stepping forward, just with smarter messaging," says Metzger.

Issues identified as particularly grizzly include: energy justice, reproductive rights, marriage equality and LGBT rights, DEI and the minimum wage.

Method

The study looked at the same issue in two different ways: values-based language versus activist language, then asked respondents to rank issues in order of importance.

Metzger explains that when climate change is framed as "securing a safe climate for my family's future" the tone resonated universally. However when framed as "fighting for climate justice" it was less powerful.

"It's not necessarily because people don't care about the planet. It's because the framing feels divisive, like you're asking them to pick a side in a political battle rather than addressing a shared concern," she says.

Here are three key lessons from the report:

1. Brands overestimate what people care about

"Too many brands think they know what their audiences care about without actually testing it. What evidence do you have? What does your data say? Are you certain your framing resonates, or are you just hoping it does?," says Metzger.

2. Values-based framing wins

According to the research, 87 per cent of people across different demographics, agreed that universal human values such as family, belonging and freedom were most important to them.

3. Different brands require different approaches

To help brands navigate the need for varying approaches, Revolt has developed a framework of five approaches that brands can take to "authentically connect their impact to the communication style that works best for their audience” says Metzger.

• Values Bear

Values bear unites people around universal values and common ground.

Values bear is most useful for mass brands with cross-aisle appeal according to the report.

• Nation Bear

Nation bear wraps wraps impact in patriotism and tradition (appealing to national pride and legacy).

This bear is most useful for brands tackling tough issues that need buy-in from traditional and right leaning audiences.

• Business Bear

Business Bear grounds impact in business outcomes (innovation, efficiency, competitive advantage).

This is best for B2B brands that need to engage corporate stakeholders.

• Benefits Bear

Benefits Bear highlights consumer benefits and tangible value (what's in it for them, directly.

This bear is best for brand's with products in core, everyday categories.

• Advocate Bear

Advocate Bear boldly takes stands on social issues (for brands whose audience expects and demands it).

This bear is best for challenger brands.

"Our research tool help brands pinpoint which issues make sense for them, understand who they're really talking to, frame messaging that drives impact without polarisation, and test before launch to get it right."

"e.l.f. embraced the Advocate Bear with their 'So Many Dicks' campaign calling out the lack of diversity in corporate boardrooms. It was direct, cheeky, and unapologetic," Metzger says "Did it alienate some people? Sure. But it deeply resonated with their core audience who expects e.l.f. to take bold stands. That authenticity is what builds continued trust."

Meanwhile, she explains, Lay's took the Nation Bear approach in their 2025 Super Bowl activity.

"Instead of talking about regenerative agriculture in technical sustainability language, they focused on American farming families. They made it about supporting the families that enable us to feed ours," says Metzger, "By framing a potentially divisive environmental issue through the lens of family, heritage, and community, they found common ground across the political spectrum."

"Our research tool help brands pinpoint which issues make sense for them, understand who they're really talking to, frame messaging that drives impact without polarisation, and test before launch to get it right."

The full Hugging the Bear report is available to read through the Revolt website.