Let’s face it: marketing’s impact in traditional channels is a lot slimmer than it used to be. Too many brands are desperate for consumers with ever-shrinking attention spans and the power to tune out all the noise they don’t care about. The best way to make them care is, well, to actually talk to them. Engagement, people! Forbes Insights recently put this idea to the test when they surveyed a slew of marketing’s top dogs and published their findings. The results? You’d never guess…

The consensus, as we’ve long known to be true, is that the interruption-based ad model (“interrupt and repeat,” as Forbes puts it) is on the outs. There’s no denying that genuine engagement is working—it’s turning marketers into discussion topics and conversation centers. And many of these industry leaders have started embracing it too: 67% agreed it’s very important, 69% have a strategy already in place, and 86% keep engagement a hot topic with their corporate leaders. That’s the good news. On the flip side, some are intimidated by economic factors and competition (not to mention an undefined approach). On the whole, it’s encouraging that the people in charge are getting wise.

Brands, it’s time to face your fears. You’ve better get used to this new way of thinking—and soon.