What FrameWorks does

FrameWorks UK is a London-based not-for-profit communications research organisation founded in 2021 that conducts framing research to help charities, foundations, and other mission-driven organisations communicate about social issues in ways that shift public thinking. The organisation is the UK partner of the FrameWorks Institute in the United States and operates under a registered office at 71-75 Shelton Street, London. It is governed by a Board chaired by Sally Bacon with four additional directors, and is led by Executive Director Kate Stanley (previously Director of Strategy at NSPCC). Its day-to-day team comprises approximately seven staff spanning research, evidence, impact, and communications functions.

The core technology is a framing research methodology that combines experimental surveys, qualitative research, and longitudinal mindset tracking to measure how cultural models shape UK public attitudes and to identify productive mindsets to activate versus unproductive ones to avoid. This methodology is operationalised through a productised research output: framing research services for partners, a library of 30 toolkits, 47 briefings, 23 articles, 9 webinars/events, and the flagship Moving Mindsets programme. Subject coverage spans nine areas including poverty, health, climate, homes, justice, economy, and children and families.

FrameWorks UK earns revenue through a professional-services-style partnership model, working directly with UK charities and grant-making foundations on bespoke research commissions, strategic communications support, and workshops. Pricing is not publicly disclosed and the model is effectively sales-led via direct partnership engagement rather than a transactional or product-led motion. The organisation also publishes extensive open-access resources as a top-of-funnel mechanism to build authority and convert mission-driven organisations into commissioned partners. It is UK-only in geographic scope and holds no patents or proprietary technology in the conventional IP sense, relying instead on its research methodology, accumulated mindset data, and sector credibility as its primary assets.

Name

FrameWorks

Legal name

FrameWorks UK

Website

https://frameworksuk.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

FrameWorks UK is a London-based not-for-profit communications research organisation founded in 2021 that uses framing research, mindset tracking, and toolkits to help UK charities, foundations, and mission-driven organisations communicate more effectively about social issues.

Ownership category

akta.pro rank

Product category

Social Sector Communications Research

NAICS

Research and Development in the Social Sciences and Humanities (541720), Administrative Management and General Management Consulting Services (541611)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industry

Global Health Research, Evidence & Technical Assistance Organizations (HLAJAKAN)

Keywords

• Communications research
• Framing strategy
• Social issues research
• Nonprofit communications
• Public mindset research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Research and Advisory Services: FrameWorks UK provides framing research, communications strategy guidance, and workshops to charities, foundations and mission-driven organisations. They work in partnership with these organisations to help them communicate more effectively about social issues.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

FrameWorks UK is a not-for-profit communications research organisation that conducts evidence-based framing research to help charities, foundations and mission-driven organisations communicate more effectively about social issues. Its deliverables include framing research, strategic communications guidance, practical toolkits, briefings, articles, and webinars, supported by its Moving Mindsets programme that tracks cultural mindsets and identifies opportunities for narrative shift.

Product overview

FrameWorks UK is a not-for-profit communications research organization that provides framing research services, toolkits, briefings, articles, and events to help charities and mission-driven organisations communicate about social issues effectively. The core offering is evidence-based framing research that identifies which mindsets to activate and avoid in communications. Key products include practical toolkits covering topics such as homes and immigration, poverty, health, climate, justice, and children and families; research briefings that analyze public thinking and provide strategic recommendations; educational articles on framing theory; and webinars. The Moving Mindsets Programme tracks cultural mindsets and identifies opportunities for narrative change.

Differentiator

Problem solved

Functional benefit

Products and services

• Framing Research Services Evidence-based framing research that helps charities and mission-driven organisations communicate about social issues to create positive change. The research identifies productive mindsets to activate and unproductive ones to avoid through experimental surveys, qualitative research, and mindset tracking.
• Toolkits Practical guidance documents providing tips and strategies for communicating about specific social issues including homes, poverty, health, climate, justice, and children and families.
• Briefings Research-based strategic documents that analyse public mindsets and provide recommendations for how to communicate about social issues effectively.
• Articles Educational and opinion content exploring framing theory, communication strategies, and insights on shifting public mindsets on social issues.
• Events and Webinars Online events and webinar recordings that share framing research findings and practical guidance for communicators working on social issues.
• Moving Mindsets Programme A research programme that tracks dominant cultural mindsets (such as individualism) and identifies opportunities to shift public thinking on health, wealth, and government in ways that boost support for social progress.

Quantifiable outcome

• 25+ English local authorities implemented policies restricting junk food advertising following framing work
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Joseph Rowntree FoundationcoreStrategic or Co-development PartnerMajor research partnership on poverty and housing communications. Multiple joint publications including 'Talking about poverty: a framing toolkit' (2019), 'Talking about homes' briefing (2022), and homelessness research. The partnership has produced extensive resources used by the sector.
• Nationwide FoundationcoreStrategic or Co-development PartnerPartnership on housing communications research. Joint work with JRF on the 'Talking about Housing' project, producing toolkits and briefings on how to communicate about homes effectively.
• FrameWorks Institute (US)coreStrategic or Co-development PartnerSister organisation collaboration. FrameWorks UK works closely with researchers at FrameWorks Institute in the US to develop new framing strategies. The UK team leverages the Institute's research methodologies and cultural models.
• CrisiscoreStrategic or Co-development PartnerPartnership on homelessness reframing. Produced 'Reframing homelessness in the UK' report (2018) and 'How to create more effective messages on Homelessness' (2017) to help expand public understanding of homelessness.
• New Economics FoundationminorStrategic or Co-development PartnerPartnership on 'Framing the economy' briefing (2018) with the New Economics Foundation and Public Interest Research Centre, helping civil society communicate about economic issues.
• Impact on Urban HealthcoreStrategic or Co-development PartnerMajor partnership on children's health and food communications. Produced 'Reframing how we talk about children's health and food' toolkit (2023) and 'Putting food in the frame' research (2025). Work has influenced policy on junk food advertising restrictions.
• Health FoundationcoreStrategic or Co-development PartnerPartnership on wider determinants of health. Produced 'A matter of life and death: explaining the wider determinants of health' (2022) and 'How to talk about the building blocks of health' toolkit. Supporter of Moving Mindsets programme.
• Calouste Gulbenkian FoundationminorStrategic or Co-development PartnerPartnership on ocean health and marine conservation reframing. 'Turning the tide: findings from reframing research on ocean health & marine conservation' (2019) supported by the Foundation.
• PorticusminorStrategic or Co-development PartnerSupported 'Bridges from prison: a communications toolkit' (2022) - research into how to frame communications about people in and leaving prison to build support for employment opportunities.
• Paul Hamlyn FoundationminorStrategic or Co-development PartnerPartnership on criminal justice reform communications. 'New narratives: changing the frame on crime and justice' MessageMemo (2016) supported by the Foundation.
• The Law SocietycoreStrategic or Co-development PartnerMajor partnership on Reframing Justice programme. Working with The Law Society of England and Wales to understand how people think about the rule of law and access to justice, producing multiple briefings including 'Talking about rights' (2026).
• Social Care FutureminorStrategic or Co-development PartnerPartnership on social care communications research. 'How to talk about social care' briefing (2025) developed with Social Care Future and other sector bodies.
• The Association of Directors of Adult Social CareminorStrategic or Co-development PartnerPartner on social care reframing research alongside Social Care Future, Local Government Association and Think Local Act Personal.
• The Local Government AssociationminorStrategic or Co-development PartnerPartner on social care reframing research alongside Social Care Future, ADASS and Think Local Act Personal.
• Think Local Act PersonalminorStrategic or Co-development PartnerPartner on social care reframing research alongside Social Care Future, ADASS and LGA.
• Guy's and St. Thomas' CharityminorStrategic or Co-development PartnerCommissioned 'Changing the childhood obesity conversation to improve children's health' report (2021) focused on communications strategies for child health issues.
• Public Health ScotlandminorStrategic or Co-development PartnerPartnership on 'Putting food in the frame' research (2025) alongside Impact on Urban Health, exploring how to talk about health and food effectively.
• Nottinghamshire County CouncilminorStrategic or Co-development PartnerPartner in Health Foundation-supported programme to embed the building blocks of health narrative, receiving in-depth support from FrameWorks UK.
• Public Health WalesminorStrategic or Co-development PartnerPartner in Health Foundation-supported programme to embed the building blocks of health narrative in partnership working.
• Public Health ScotlandminorStrategic or Co-development PartnerPartner in Health Foundation-supported programme to embed the building blocks of health narrative in Scotland.
• HeardminorStrategic or Co-development PartnerPartnership on climate change communications. 'Six ways to change hearts and minds about climate change' (2020) produced with Heard (previously On Road Media) and The Climate Change Collaboration.
• HomewardsminorStrategic or Co-development PartnerPartnership on homelessness communications. 'How to talk about homelessness: getting started' guide (2024) created for Homewards following a webinar collaboration.
• CELCISminorStrategic or Co-development PartnerPartnership on Scotland children's care system research. 'Mapping the gaps between expert and public understandings of care experience' (2018) with CELCIS, Life Changes Trust and The Robertson Trust.
• Life Changes TrustminorStrategic or Co-development PartnerPartnership on Scotland children's care system research alongside CELCIS and The Robertson Trust.
• The Robertson TrustminorStrategic or Co-development PartnerPartnership on Scotland children's care system research alongside CELCIS and Life Changes Trust.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Demos: UK cross-party think tank that conducts social research and policy analysis to influence public debate and campaigners. Comparable as a UK research/think-tank outfit turning primary research into communications and policy guidance for mission-driven audiences.
• New Philanthropy Capital (NPC): UK think tank and consultancy that produces research and analysis for charities and foundations to improve social sector effectiveness. Comparable because it pairs charity-facing research with advisory work, much like FrameWorks UK does with framing research.
• New Economics Foundation (NEF): UK think tank that has co-produced framing briefings with FrameWorks UK (e.g. "Framing the economy") and works with civil society on economic and social-issues communications. Closely comparable in mission-driven, partnership-based research and policy communications.
• More in Common: International non-profit that runs narrative-change and public attitudes research to counter polarisation and support inclusive democracy. Its evidence-led approach to shifting public opinion overlaps directly with FrameWorks UK's framing and mindset-shift work.
• BritainThinks: UK-based social research consultancy that combines qualitative and quantitative insight to advise charities, foundations and campaigners on public attitudes — directly comparable to FrameWorks UK's mission-driven research and communications advisory model.
• FrameWorks Institute: Sister organisation in the United States that originated the framing research methodology FrameWorks UK uses. Operates the same experimental survey, cultural-models and message-testing research stack and serves the same mission-driven non-profit client base, making it the closest functional peer.

Broad incumbents

• Ipsos UK: Large global research group with significant public affairs, health, and social issues practices in the UK. Overlaps with FrameWorks UK on public-attitudes and social-issues measurement but is much broader and largely quantitative rather than narrative-framing.

Emerging players

• Public Interest Research Centre (PIRC): UK charity focused on environmental and social-issues communications research, including narrative and framing work. Has co-authored framing outputs with FrameWorks UK, making it a partial-overlap peer in the same niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FrameWorksInst

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FrameWorks