Global research reveals how brands can turn uncertainty into bold action and competitive advantage

NEW YORK, Oct. 6, 2026 /PRNewswire/ — FleishmanHillard and Contagious today released a new study, “The Chaos Advantage,” examining how the world’s most successful brands are turning uncertainty into a competitive advantage while most organizations remain paralyzed by caution. Based on an analysis of recent Cannes Lions and Effie Awards winners, along with a global survey of 1,000 senior marketing and communications leaders across North America, EMEA and APAC, the research reveals a striking and costly gap: 88% of marketing leaders believe bold creative drives impact, yet most of their organizations still produce mostly safe work.

Initial research was previewed at the 2026 Cannes Lions Festival of Creativity by Contagious Editorial Director Alex Jenkins during his keynote “How to Win in a Volatile World.”

FleishmanHillard and Contagious will host a series of events across the United States and United Kingdom to explore the findings, provide examples of brands that have leveraged uncertainty as a competitive advantage and highlight modern communications solutions to achieve bolder, business-driving work amid chaos. Conversations will begin at Advertising Week New York, including on Tuesday, Oct. 6 at 1:25 p.m. EDT in the session, “The Chaos Advantage: Why Bold Brands Move First” at ADWEEK House HQ and on Thursday, Oct. 8 at 11:30 a.m. EDT in the Advertising Week Tech Stage session, “The Cost of Waiting: How Mature Brands Keep Their Edge.”

The research reveals:

87% of respondents agree that uncertain environments create opportunities for bold work.Safe brands and bold brands experience public backlash at identical rates.Two-thirds say their risk management processes block action more than they enable it.58% say missing opportunities through caution is more common than experiencing negative consequences from bold action.42% have already watched competitors capture share while they hesitated.

“We’re seeing this pattern where leaders know bold work wins but their organizations can’t seem to approve and execute it,” said Jim Joseph, global chair, Brand Impact at FleishmanHillard. “We commissioned this research to quantify the gap and understand what’s actually blocking action. The answer is behavioral, not strategic.”

The Opportunity Cost of Playing It Safe
The report reveals that dull content requires significantly more investment to achieve results, with brand conversion dropping 37% and long-term ROI falling 14% when organizations default to uninspired creative. The cost of caution is measured not just in missed opportunities but in lost business impact.

“The data makes clear that uncertainty is now the operating condition, not a moment to wait out,” said Ellie Tuck, chief creative officer, Americas at FleishmanHillard. “Organizations that treat caution as a risk management strategy are actually multiplying their risk. The brands that thrive are the ones taking action despite, and because of, the uncertainty.”

Jenkins added: “The research validates what we’ve seen across award-winning work. Companies growing through uncertainty are those responding with creative conviction rather than hesitation. This is less about recklessness and more about understanding that the operating environment has fundamentally changed and requires a different strategic response.”

Enabling Bold Action Through Better Risk Management
The launch of “The Chaos Advantage” reinforces FleishmanHillard’s new approaches to risk governance in uncertain times. Building on the proprietary “License to Lead” reputation study, the research establishes why bold action matters and how organizations can enable it. To help clients close the gap between knowing and doing, the firm launched its Crisis, Issues and Risk Solutions Suite, including Risk ID, an expert-guided AI platform that helps teams identify, prioritize and mitigate risks before launch. Rather than blocking action, these tools enable organizations to move with confidence rather than caution, addressing the structural barriers the research identified.

Earning Brand Growth Through Creative Bravery, with Confidence
“There’s a bigger implication here for marketing and communications leaders,” Tuck continued. “The old marketing playbook was built for a world where brands could control the message. That world is gone. Communities decide what’s worth talking about. You can’t buy your way through chaos. You have to know how to move through it. And that’s where modern communications and the ability to predict shifts, earn attention and mobilize influence become a critical engine of modern brand growth. That’s the conversation we want to start.”

To download the full report, visit FleishmanHillard.com or Contagious.com or email Chaos.advantage@Omnicompr.com to inquire about a custom consultation or events coming to your region.

About FleishmanHillard
FleishmanHillard is a global strategic communications consultancy combining corporate affairs and brand impact expertise at scale. Following the integration of Porter Novelli, the firm serves clients across health and life sciences, technology, financial services, retail and consumer, food and agriculture, manufacturing and energy, and government and public sector. FleishmanHillard was named PRovoke Media’s Data-Driven Agency of the Year 2026 and PRWeek U.S. Agency of the Year 2023. FleishmanHillard is part of Omnicom Public Relations.

About Contagious
Contagious helps agencies and brands supercharge their marketing by learning from the world’s most impactful brands, campaigns, and trends. Its global editorial intelligence platform Contagious IQ focuses on breakthrough marketing ideas and best-in-class campaigns that propel the industry forward. Contagious is part of LIONS and is brought to you by Informa Festivals, a trading division of the Informa Group.

About Omnicom Public Relations
Omnicom Public Relations (OPR) is Omnicom’s global public relations capability and one of the company’s Connected Capabilities. Operating through leading agency brands, OPR advises and activates for clients across corporate and brand communications, health, public affairs, and social impact. OPR connects world-class talent with shared platforms, technology, and data-driven intelligence, including Omnicom’s Omni platform, to deliver integrated communications that shape reputation, drive influence, and produce measurable impact worldwide.

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SOURCE FleishmanHillard

The global leader in snacks analyzed more than 180,000 global data signals to identify today’s shopper demands — and is ready to work with retailers and all partners to shape what comes next.

A two-pronged retail world: As agentic shopping assistants increasingly automate routine purchases, physical stores and digital shopping platforms will take on new shapes as playful discovery destinations shoppers choose to visit.Three core shopper demands: This retail evolution is driven by human needs and enabled by new technology: Effortless AI-driven purchasing, Personal curation and Experiential touchpoints that prioritize joy and community.Shaping the future together: Powered by this data, Mars predicts brands and retailers will need to work together to design holistic new shopping solutions to drive growth within the snacking category as legacy browsing and impulse shopping behaviors give way to predictive fulfillment that happens in the background. 

CHICAGO, Oct. 6, 2026 /PRNewswire/ — As the world continues to undergo a massive technological shift redefining how we live and shop, today, Mars, on behalf of its snacking business, revealed new insights on the future of shopping and retail. The findings come from the company’s landmark study, which details how in the next decade, routine grocery runs will become increasingly automated, paving the way for a brick-and-mortar renaissance and continued transformation of digital shopping platforms driven by discovery, play and community.

Together with consumer research experts Kantar and Synthesis, Mars analyzed more than 180,000 global data signals1 across four continents — including stakeholder and expert interviews, channel and shopper publications, podcasts and global news — to pinpoint changing consumer demands that will redefine how people shop in the future.

The ever-evolving shopper journey will be defined by a transformational duality in this next era:

Shopping will become a frictionless background service managed by agentic technology, freeing consumers to focus on what matters to them.Physical stores and digital platforms will feel less like supermarkets, convenience stores or typical online shopping, and more like immersive playgrounds designed for discovery and entertainment.

“We’re standing on the brink of a retail revolution — one where people may never have to manually shop for household staples again. For a category like snacking, this is both an opportunity and a strategic challenge,” said Neil Reynolds, Global Chief Customer Officer, Mars Snacking. “We’ve invested in significant research to understand how the shopper journey will evolve, and this research gives us a clear roadmap. But here’s what’s equally clear: No single company can solve this alone. The only path forward is to work hand-in-hand with retail customers and all partners who are ready to lead this transformation to drive consumer satisfaction and long-term growth across the entire ecosystem.”

As retailers and brands navigate this new landscape, they face a dual challenge: integrating into the predictive fulfillment systems that will power consumers’ digital lives, while simultaneously transforming retail into connected, sensory-rich destinations that reward people for leaving their homes. Understanding this new ecosystem is no longer just a competitive advantage — it is essential for future growth.

Behind these key insights are three critical future shopper demands that are shaping how Mars is thinking about the future: Effortless, Personal and Experiential.

Effortless: AI-powered background restocking

The shift: Wandering grocery store aisles may soon become a thing of the past. Soon, agentic systems will make fast, informed recommendations based on preferences and inventory, requiring only shopper confirmation.The data: According to BrightEdge, AI referrals to e-commerce brands jumped 752% year over year during the 2025 holiday season — and this is projected to grow to $788B by 2035.1What’s next: As consumers offload everyday chores to digital assistants, retailers must both earn a spot on automated lists and find new ways to spark spontaneity and curiosity in discovering new offerings.

Personal: Hyper-curated retail experiences

The shift: The shopper journey of tomorrow will feature personalized, highly relevant shortlists designed specifically for an individual — and, increasingly, their health and wellness goals.The data: Today, 39% of consumers expect personalized online experiences according to TransUnion — a trend increasingly health-led, with mobile health and wellness apps projected to grow 15% annually through 2030.1What’s next: The next frontier of retail relies on e-commerce agents that personalize across the entire snacking spectrum — recommending protein-rich options before a workout, assembling treats for a party and honoring moments of indulgence — all while protecting consumer privacy.

Experiential: Immersive retail destinations

The shift: As routine shopping becomes effortless, consumers reclaim more time for what they truly enjoy. Retail becomes an immersive experience driven by culture and trends, both in store and online.The data: Immersive brand spaces are seeing 15.3% year-over-year growth,1 while 22% of U.S. digital buyers already shop via livestream, according to eMarketer.What’s next: Storefronts showcase viral consumer trends, while shoppable moments embed themselves directly into social, gaming and streaming environments.

For 115 years, Mars has built enduring brands by staying close to where consumers are heading. Today, the profound changes underway in retail are part of a larger generational shift reshaping the entire category — one that demands a generational response. By investing to reimagine snacking, innovate across touchpoints and partner with the industry for mutual growth, Mars is actively shaping the future of snacking: serving more of the moments that matter for generations to come.

To learn more about what the future of shopping and retail has in store, please visit https://www.mars.com/news-and-stories/articles/forget-the-grocery-list-mars-predicts-next-decade-shopping-retail

ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.

For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.

Media Contacts:
Christi.obrien@effem.com 

Sources

1. Mars Future Snacking Shopper Journey analysis, developed with Kantar and Synthesis. Based on 11 stakeholder and shopper/channel expert perspectives; more than 30 prior research reports; 91,500 channel publications; 79,300 shopper publications; 4,999 curated consumer and channel podcasts representing 21,755 minutes of content; and over 150 drivers of change. Global English-language news and podcast content was collected from January 2024 through December 2025, with no location filters; top contributing markets included the U.S., U.K., UAE, India, China, Canada, Australia, Singapore, Philippines and Malaysia.

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SOURCE Mars, Incorporated

Retired Department of the Navy senior executive brings extensive naval acquisition, financial management, workforce, and operational leadership experience

CHANTILLY, Va., Oct. 6, 2026 /PRNewswire/ — VTG, an industry-leading provider of modernization and digital transformation solutions for national security customers, announced today that Jaimie Reese has joined the company as Senior Vice President of its Defense Engineering Systems Business Unit. In this role, Reese will lead one of VTG’s largest business units, which provides engineering services supporting the U.S. Navy’s ship and aviation systems.

“Jaimie is an accomplished leader whose experience across the Department of the Navy will strengthen our ability to serve our customers and support our people,” said John Hassoun, President and CEO of VTG. “Her extensive knowledge of naval acquisition, financial management, human capital, and operations will be a tremendous asset to our leadership team. We are pleased to welcome her to VTG.”

Reese joins VTG following a distinguished federal career in the Department of the Navy’s acquisition and financial management community. She began her career as a financial management trainee and subsequently held leadership roles in the Investment Division of the Department of Navy’s Office of Budget, leading multiyear procurement strategies and congressional engagement on complex aviation and shipbuilding programs. She also served as business and financial manager for the Navy’s LPD-17 amphibious ship program.

In 2016, Reese was appointed to the Senior Executive Service and became Deputy Commander for Resource Management at Marine Corps Systems Command. In that role, her leadership of both the Comptroller and human-capital functions resulted in new and innovative approaches to delivering critical warfighter capabilities.

Reese later served as Deputy Assistant Secretary of the Navy for Acquisition Policy and Budget, advising Navy acquisition leadership on the planning, programming, budgeting, and execution of acquisition resources. In November 2022, she became Deputy Commander for Corporate Operations and Total Force at Naval Sea Systems Command, where she led human-capital and corporate-operations initiatives supporting a workforce of more than 35,000 people. She retired from federal service in 2025.

“I am excited to join VTG and continue supporting the Navy’s most important missions,” said Reese. “VTG’s combination of technical expertise, deep customer knowledge, and agility creates tremendous opportunities to deliver results for our customers while developing the next generation of mission-focused leaders.”

Reese is a graduate of Virginia Wesleyan University and holds a master’s degree in public administration from George Washington University.

About VTG

VTG delivers modernization and digital transformation solutions that expand America’s competitive advantage in the modern battlespace. Headquartered in Chantilly, Virginia, VTG provides full lifecycle engineering for naval, aerospace, network, and digital requirements. Whether at sea, in the air, on land, or in cyberspace, VTG delivers Tomorrow’s Transformation Today. For more information, visit us at www.VTGdefense.com.

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SOURCE VTG