85%
StatBrand Strategy
85% of leaders agree a delayed decision can be more damaging than an imperfect one
The wait-and-see tax: 61% of marketing leaders say waiting too long is the bigger risk (vs acting too fast), 58% say waiting too long is what actually happens more often, 47% have experienced missed market opportunities from waiting, and 85% agree delayed decisions can be more damaging than imperfect ones.
Source
Contagious x FleishmanHillard - The Chaos Advantage (2026) (2026)
Alex Jenkins (Contagious), Ellie Tuck (FleishmanHillard); research: TRUE Global Intelligence + LIONS Advisory
p. 13, The Chaos Advantage (2026)
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Stat86% of marketing leaders say the environment is more unpredictable than three years agoStat88% of marketing leaders believe bold work is more effective in uncertain timesStatCautious brands get backlash at the same rate as bold ones - 20% vs 21%StatThe more uncertainty leaders face, the more they say bold work outperforms safe workStat92% of chaos-winning campaigns carried brand-building objectivesStatChaos-winning work leads with owned media and leans on social for amplificationPrincipleIn chaos, information is the attention hook, not the boring partPrincipleThe audience grants the right to participate - it flows from what the brand is known forPrincipleThe top unlock for bold work is evidence it drives commercial resultsPrincipleRight to participate x reason to watch x ability to execute - miss one and the work fails differentlyCaseDove's Real Beauty: one brand idea applied to every new chaos since 2004, $28.34bn incremental revenueStatChaos-winning campaigns measure PR value and brand equity, not short-term ROI