Positive change

Finding your voice in a polarised world

Sinéad Gray - December 2025

Every time we sit down to write our annual Building a Better World report [link], we’re reminded why we created it in the first place. The world shifts fast, expectations shift faster and those of us in comms and marketing are often left trying to make sense of it all in real time.

This year, the mood has shifted again – anxiety is rising, trust is wobbling and the cost-of-living crisis has barged its way to the top of public concern.

Climate change, once the defining issue, has fallen dramatically down the list. Our research also found evidence of polarisation on issues ranging from fake news to immigration.

Against this backdrop, it’s no surprise that many brands have gone quiet on purpose.

We call it Purpose Paralysis.

The fear of saying the wrong thing, at the wrong time, to the wrong audience, that’s leading to brands doing nothing at all. It’s understandable but it’s also costly.

Because while people may feel more divided, one thing hasn’t changed at all. They still want organisations to stand for something and they reward those who do.

So where does that leave the leaders of brands and organisations today?

Somewhere between wanting to act and worrying about absolutely everything that comes with it. We heard that loud and clear in our interviews with senior marketers. But we also heard something else. Determination. Even in a tricky year, the appetite to build positive impact is very much alive.

We spoke to leaders who are choosing clarity over noise, truth over trend-jacking and consistency over flip-flopping. Wildfarmed cutting through by bringing joy to sustainability. Greater London Authority holding their ground in a divided environment. Talisker anchoring every decision in its connection to the sea. SafeToNet building ethical tech with genuine purpose behind it.

Different sectors, yes, but always the same message – to create change you need to act and you need to act with authenticity.

Three things we believe matter most in 2026

1. Clarity beats caution
   Silence isn’t neutral. If you believe in something, say so. But say it clearly. Hedge too much and audiences will fill in the gaps themselves, usually not in your favour.
2. Authenticity is the new authority
   People no longer want brands to simply speak up. They want them to speak truthfully. If your internal policies, behaviours or culture don’t reflect what you are saying externally, you haven’t found your purpose yet. Go back and do the work.
3. Do something before you say something
   The brands cutting through now are the ones proving their impact in ways that are verifiable, tangible and human. Action first, messaging second, every time.

What this means for all of us in comms and marketing

We can’t build a better world with a yearly burst of energy and a cautious press release. It takes long-term commitment, a strong point of view and the confidence to hold that view even when the ground feels shaky. It also takes listening, course-correcting and keeping your audience’s reality at the centre of what you do.

Most of all, it takes courage.

Not loud, performative courage. Measured, informed, practical courage.

We are not immune to the pressures of this landscape. We’ve felt the same nerves and the same instinct to play it safe. But we’ve looked at the data, we’ve listened to leaders across sectors and we’ve reflected on our own best work. The conclusion is simple.

This is not the moment to soften – it’s the moment to sharpen.

At Kindred, our commitment remains the same. We work with organisations who want to act with purpose and communicate it with honesty. We’ll keep helping brands navigate nuance, cut through the noise and speak with clarity in a world that badly needs it.

If any part of this resonates, the full report [link] goes much deeper. We hope it sparks ideas, conversations and, most importantly, action.

Sharon and Sinéad

Co-Managing Directors, Kindred