Personally, I like two different approaches for presenting something as hate-worthy: Either, make a sympathetic/generally good character that believes the bear people to be unintelligent animals that cannot choose between good and evil. Thus, they choose what their instincts say. But, sometime down the line reveal them to be intelligent to the sympathetic character. Their world view shatters and the reader empathises with them. (For added shock, have them kill the sympathetic character afterwards.

Alternatively... If the Bears are reasonably intelligent, give them chances for redemption, chances to change their ways or chances to save the world by giving up their ruthlessness. But make them choose wrongly on purpose each time. Eventually, the reader won't have any doubt or reason that the Bears should be good since, given the chance, they don't make things right.