To Anishinaabe ( one of Canada's aboriginal nations), the bear takes care of the Earth. There are 4 colours of what is called the blackbear , each representing one of the directions and qualities. The 'Spirit Bear' , Kermode Blackbear, sits in the North and represents honesty.
Slowly over modern time , this bear's land/home is threatened to extinction...that's inevitably means the bear is threatened to extinction. It follows then that 'honesty' is also threatened to extinction.
To the people in this video , honesty is what they are depending on to let others know what is happening to their land/home and them.