The hidden cost of playing it safe in uncertain times
Ask almost any CFO today what keeps them awake at night, and the answer is the same: uncertainty. Markets shift without warning, geopolitical tensions flare, and the pressure to deliver on cost never quite eases. For leaders trained to manage risk, the instinct is to hold on tighter -to stick with what feels safe and predictable. But in business, comfort can become a trap. What feels safe in the moment often keeps progress stuck.
Research shows 70% of CFOs in Europe don’t want to take any risks right now. Whereas in the US, two-thirds are actually planning to invest almost nine percent more in their businesses. And history shows, it’s those who act that set the pace. Today’s CFOs are no longer just guardians of the balance sheet. They are the drivers of change. Digitalisation, decarbonisation, AI – none of these come with certainty. All demand courage.
'Get un'
That’s why in our latest Wholesale Banking campaign we called on business leaders to break out of their comfort zones and “get un—" : unstuck from what’s holding them back; unbound from legacy thinking; unscripted from the way things are usually done; and unboxed by borders. All rooted in the belief that progress is always possible.
The digital campaign ran in France, Belgium, Italy, Poland, Romania, Singapore and the UK during August and September. It was featured on websites of the Financial Times and Bloomberg and appeared on other relevant business and financial websites targeting key financial professionals, including treasurers, cash managers, finance directors & CFOs of large multinational companies enterprises.
It aimed to help clients navigate uncertainty and unlock opportunities with a mix of strategic thinking, financial expertise and real-world understanding of the sectors and markets they’re active in.
