Brand risk management during periods of uncertainty

Research conducted by FleishmanHillard and Contagious, titled ‘The Chaos Advantage,’ examines how brands navigate risk during periods of economic and social uncertainty. A global survey of 1,000 senior marketing and communications leaders indicates a disconnect between belief and action: while 88% of leaders believe bold creative work drives impact, most organizations continue to prioritize safe, cautious output.

The study highlights that 58% of respondents believe missing opportunities due to caution is more common than facing negative consequences from bold actions. In North America, EMEA, and APAC, 42% of leaders reported losing market share due to hesitation, and uninspired creative work was linked to a 37% drop in brand conversion.

In the United Kingdom, the trend is notably strong, with 97% of marketing leaders agreeing that organizations communicating confidently gain a disproportionate advantage when competitors pull back. Additionally, 47% of UK leaders reported operating under high or very high uncertainty, exceeding the global average of 35%.

To maintain stability during volatility, the research suggests a shift toward trust and visibility. Rather than retreating, founders are encouraged to strengthen personal brands to serve as a ‘safe choice’ for clients, leveraging domain mastery to maintain relationships when budgets are tightened.