FleishmanHillard and Contagious study finds brands risk losing edge through caution

A new study titled ‘The Chaos Advantage,’ released by FleishmanHillard and Contagious, suggests that many brands are losing competitive ground by prioritizing caution over bold action during periods of uncertainty.

Based on an analysis of Cannes Lions and Effie Awards winners and a global survey of 1,000 senior marketing and communications leaders, the research highlights a gap between belief and action. While 88% of marketing leaders believe bold creative drives impact, most organizations continue to produce safe work. The study found that 87% of respondents believe uncertain environments create opportunities for bold work, and 58% reported that missing opportunities due to caution is more common than facing negative consequences from bold actions.

In the United Kingdom, the trend is particularly pronounced. Nearly all (97%) UK marketing leaders agree that organizations communicating confidently gain a disproportionate advantage when competitors pull back. Additionally, 47% of UK marketing leaders describe their organizations as operating under high or very high uncertainty, compared to a global average of 35%.