Whether in sustainability,
health, ‎ culture,
charity or
community engagement,

in 2025 Freuds  created
‎ work rooted
in transparency,
behavioural
‎ insight
and partnerships
that ‎ cut through...

...spanning
everything from
‎ agriculture
and climate ‎ to
public ‎ health,
information integrity
and youth ‎
engagement.

Across global forums and cultural moments Freuds has continued to show the value of bringing together leaders and stakeholders to accelerate credible solutions.

Recipe to Great Storytelling

(According to staff)

Data and research

Cultural truths and tensions

Visual language and design

Moments of human connection

Audience participation and engagement

A red thread that pulls the story together

Authenticity and relatability

People and personal stories

Simple line drawing of a bell pepper with a stem.

Line drawing of a round-bottomed vessel with a narrow neck and handle.

Line drawing of a cooking pot with liquid inside and a spoon resting in it.

Outline drawing of a carrot with leaves attached.

GOALS
HOUSE

In a world shaped by geopolitical tension, climate shocks, social fragmentation and declining trust, Goals House played an even more essential role.

Words from Tom Fletcher,
‍Under‑Secretary‑General for Humanitarian Affairs and Emergency Relief Coordinator, United Nations

“Goals House strengthened my notion that the humanitarian movement only succeeds and evolves if we start from the recognition that it is so much more than the people employed in the humanitarian sector. It must include journalists who shape public attention, businesses who can mobilise ideas and capital, technologists who can bend tools towards human dignity, and individual citizens.”

Man in a suit speaking into a microphone with his hand raised, seated next to a woman listening attentively, both engaged in a discussion on stage.

“What unites us is a sense of purpose and service of human solidarity. In New York, in the margins of the United Nations General Assembly, that coalition came alive. What struck me most was the importance of finding shared stories.”

Smiling man with gray hair and beard wearing a light blazer and holding a glass of red wine at a social gathering.

Illustration of a blue bird in mid-flight with wings spread wide.

Five diverse women standing side by side smiling in front of a backdrop with text about rethinking SGBV survivor-centres.

Smiling man in a white shirt holding a microphone while standing in front of a screen displaying 'GOALS HOUSE COP30'.

Two people in colorful traditional clothing, one speaking into a microphone and the other with hands clasped near their face.

Woman with wavy hair holding a microphone and a paper, sitting in a chair during a discussion.

“This is not about bolting on comms. It is how we cut through the crisis of indifference and build new and unusual coalitions. We need to engage rather than transmit, go where the arguments are taking place, and take some risks. Challenged by my discussions and against my better judgement, I even started a TikTok account. As it has done so often, Goals House helped to connect the dots.”

Man with glasses speaking into a microphone and gesturing with his hand during an outdoor presentation.

Two women engaged in conversation, one wearing glasses and a dark shirt, the other with short blonde hair in a white blouse.

A man in a dark suit and white shirt gestures with his hand while speaking at a dinner table with lit candles.

Two people smiling and engaged in conversation, one holding a microphone, with a business event backdrop behind them.

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The Issues That
Matter Most to Us

74%

Gender Equality

72%

Peace & Justice

70%

Health & Well‑being

69%

Poverty & Hunger

65%

Protecting Environments
(Land & Oceans)

Environ
ment &
Sustain
ability

S30

Man in a blue vest speaking into a microphone, gesturing with his hand, in a room with seated audience.

In 2025, the S30 marked its fifth anniversary as a global forum for sustainability and impact executives - one that Freuds Group has helped shape into a trusted, action driving community advancing environmental and social progress across industries.

MARS Global

Freuds supported Mars to share the news that by the end of 2024, it had reduced greenhouse gas emissions across its value chain by 16.4% since 2015, even as the business grew by nearly 69%.

mCcAIN

Red tractor working on a hay field with trees and blue sky in the background.

2025 marked the launch of McCain’s inaugural Farmdex report, an initiative designed to capture the realities of British farming and champion regenerative agriculture. Freuds supported with the creation of the report and secured media engagement around its release. The report revealed 71% of farmers have adopted sustainable practices such as crop rotation, reduced tillage, and precision farming, while 68% view technology investment as critical for the sector’s future.

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Illustration of a light green leafy branch with several simple leaves on a black background.

Simple blue outline illustration of a tractor with large rear wheel and smaller front wheel on a light background.

Blue Marine Foundation

Freuds CEO Arlo Brady is Chairman and Trustee of the Blue Marine Foundation, a conservation charity founded in 2010. 2025 saw the creation of a satirical social film starring Theo James and Sir Stephen Fry exposing the damage caused by bottom trawling, which went on to win multiple awards including two Gold Dolphins at the Cannes Corporate Media and TV Awards.

EY

Swirling cloud and atmospheric formation resembling a storm with text about climate and business leadership in November 2025 by EY Global Climate Action Barometer.

In 2025, Freuds strengthened its partnership with EY Global Sustainability and Climate Change and Sustainability Services, helping the firm lead the global conversation on moving from ambition to action.

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Illustration of a light green leafy branch with small leaves and stems on a transparent background.

Mars Petcare

In June 2025, Freuds supported Mars in its commitment to become the world's first petfood company to meet the Global Dialogue on Seafood Traceability Standard (GDST).

Top view illustration of a Formula 1 race car in light blue with detailed aerodynamic shapes and tires.

Mercedes

Last year, the Mercedes‑AMG PETRONAS F1 Team continued its push to become one of the most sustainable professional sports teams, with Freuds helping to communicate major milestones. Highlights included the launch of a bio‑based carbon fibre component on the W16, progress on sustainable logistics, and a new partnership with Chestnut Carbon on nature‑based carbon removal.

In the Last 12 Months

75%

Reduce waste where possible

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Line drawing of a person unpacking groceries from paper bags beside a table with a vase of flowers.

98%

Use my own shopping bag

51%

Reduced alcohol consumption

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Minimalist line drawing of a person drinking a glass of water beside a kitchen sink and a pitcher.

57%

Shop from small and/or local businesses as often as I can

92%

I sell/donate my old clothes rather than throwing them away

Light blue hand-drawn window frame with two small panes at the top and a large pane below with a white background.

Line drawing of a man with curly hair and a beard holding up a piece of clothing while standing next to an open box.

60%

Shop second hand

Health & HAPP
INESS

Across Health, Happiness and Protecting Democratic values, our campaigns and initiatives, whether global in scale or rooted in individual experience, put human voices at the centre.This grounded big challenges into compelling stories that shifted understanding and behaviour, allowing us to support advocacy and create real change.

Smiling young couple with the woman holding a sleeping baby, standing in a colorful indoor play area with other children and adults.

Illustration of a slender green branch with small light green leaves on a black background.

You Can Adopt

Three people smiling and leaning on a white table with black line drawings, one holding a blue geometric sphere.

Following the You Can Adopt - A Welcome Home campaign, there was an unprecedented 335% uplift in outbound clicks to adoption agencies year-on-year.

Simple blue line drawing of two houses, one with a pitched roof and front door with porch, the other with chimney and two large windows.

NHS ENGLAND: BREAST CANCER  SCREENING

The NHS England Breast Screening campaign contributed to boosting  visits to NHS breast screening advice pages, with numbers surging 145% in one week to 32,432 visits, and Google searches for “breast screening” hitting their highest levels in five years.

Two men smiling and conversing outdoors, one showing something on his smartphone to the other.

NHS ENGLAND: HEALTHY CHOICES QUIZ

As a result of the amplification around The Healthy Choices Quiz in its launch week, thousands of adults accessed free NHS resources to take actionable steps toward healthier living. This resulted in 33,000 quiz completions in just seven days, a 106% increase compared to the previous week.

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ACTIVATE WITH JOE WICKS

To turn Activate with Joe Wicks into a national movement, we brokered a first-of-its-kind partnership between Joe and three government departments - DHSC, DCMS and DfE - aligning a beloved cultural figure with urgent public health goals.

Joe Wicks with curly hair wearing a black t-shirt stands among children in white shirts in a classroom with a Year 2 and Year 3 bulletin board in the background.

83%

Proud to be Working for a B Corp

Comm
unity
Uplift

Large group of well-dressed people seated at a long dining table in a warmly lit restaurant, enjoying a meal and conversation.

Throughout 2025, our Chairman, Matthew Freud, opened the doors to his Notting Hill home to provide a platform to a number of charities and worthwhile causes.

Illustration of a light green leafy branch with multiple stems and leaves on a transparent background.

Freuds continued to support Idris Elba’s Don’t Stop Your Future campaign throughout 2025, including the BBC documentary which highlighted key moments from the campaign’s launch to meetings with national leaders.

Six people seated at a conference table with papers, water bottles, and nameplates in a formal meeting room.

Simple illustration of a light green branch with leaves on a transparent background.

Simple hand-drawn illustration of a blue butterfly with outlined wings.

Illustration of a blue butterfly with its wings spread open.

Man with curly white hair in a white shirt with red hearts, speaking on stage with a microphone and holding a note in front of a screen displaying handwritten text 'Alive Choose Love'.

Freuds continued its long‑standing support for Choose Love in 2025, helping to celebrate the charity’s 10th anniversary. Freuds’ partnership has helped amplify the charity’s impact and broaden awareness of its vital work.

Volunteering to improve our communities and support those in need has been a cornerstone of Freudian life since our founding over 40 years ago.