These companies are more Gen Z than they think

No cap ;)

Author

Manuella Borges
January 05, 2025

Dear Reputation Builder,

In the world of reputation, louder doesn’t always mean stronger. Some organizations deliberately choose to stay under the radar, focusing on actions that build credibility within niche audiences or strategic circles. This choice can be rooted in complexity, as in Tetra Pak’s case—whose business strategy, by the way, was introduced to me during my recent IMD journey—, in the dynamics of parent company strategies, like Kering Group, or as a response to competitive landscapes, as seen with Deezer.

Interestingly, this approach mirrors a growing trend among Gen Z. While highly active on digital platforms, many Gen Z individuals embrace curated, intentional visibility. They value authenticity, privacy, and simplicity, which is evident in movements like the “underconsumption core” and the minimalist “clean girl aesthetic.” This generational shift highlights how a low-profile strategy—whether for a company or an individual—can be a deliberate choice to focus on genuine connection and sustainable impact.

Whether personal or corporate, reputation thrives on clarity, intention, and the ability to resonate deeply with the right audiences, as I'm about to share in the following lines.

Hope you like it!

Here is a little brief of what you are about to find today:

  • How Tetra Pak’s quiet focus on innovation and sustainability shows that a low-profile strategy can build trust and solidify its reputation.

  • Why Kering Group’s discretion as a parent company offers both flexibility and risks, highlighting the delicate balance between staying behind the scenes and engaging directly with consumers.

  • How Deezer’s localized approach in a competitive market demonstrates the power of focusing on cultural authenticity and niche audiences to enhance reputation.

  • Actionable takeaways on assessing and implementing a low-profile strategy for your company or personal brand and understanding when to enter the spotlight.

Goal: Show how innovation and trust thrive in a low-profile strategy

1. Silence, please 🤫

I was introduced to Tetra Pak’s business case in November during my IMD first step in the EMBA journey. I was amazed by this centenary company, which every one of us knows from the beverage packaging, but actually is much more than that. Innovation has been in its DNA since Day 1, the social and environmental responsibilities, same; and its niche relevance was doing great. As a reputation pro, sure I was intrigued by its decision for a low-profile approach.

My conclusion is that it's intentional, driven by the complexity of its operations and its focus on B2B relationships. They prioritize solving real-world problems, such as food safety and sustainability, rather than building mass-market visibility.

STRATEGIC ANALYSIS

Core strengths
Tetra Pak’s innovation in aseptic packaging transformed global food distribution. The company's focus on measurable sustainability outcomes (e.g., reducing 3.8 million tons of CO2 emissions since 2010) enhances its reputation within industry circles.

Why low-profile works 
Their B2B audience values trust and results over brand visibility, making this approach ideal for reinforcing long-term partnerships.

Gen Z perspective insight
Tetra Pak’s focus on sustainability organically aligns with Gen Z’s preference for purpose-driven brands, though the general public might be unaware of their impact.

LESSONS

  1. Innovation doesn’t need a megaphone—trust is built through consistent delivery. But if you want to, call me! (just saying… Lol)

  2. Low-profile strategies work well in industries where performance speaks louder than marketing.

💡 Highlight the measurable impact of your work. Numbers and outcomes resonate with stakeholders seeking authenticity.

Goal: Explore the balance between discretion and engagement

2. Born that way

Kering’s approach to staying behind the scenes as a parent company allows its luxury brands, like Gucci and Balenciaga, to take center stage. This strategy provides flexibility and shields the corporate entity from brand-specific controversies.

james corden GIF by Lady Gaga

STRATEGIC ANALYSIS

Strengths
By staying low-profile, Kering ensures its corporate identity remains distinct and adaptable. This discretion also enables the group to focus resources on empowering its portfolio brands.

Challenges
However, Kering’s lack of direct consumer engagement risks falling behind competitors like LVMH, which have embraced more transparent and consumer-centric strategies.

Gen Z perspective insight
Gen Z demands transparency and social responsibility from brands. While Kering’s sustainability initiatives are strong, their relative invisibility limits their ability to connect with socially conscious consumers.

LESSONS

  1. A low-profile parent strategy protects corporate flexibility but may require occasional visibility to bridge consumer trust gaps.

  2. Strategic discretion must be balanced with transparency to meet evolving expectations.

💡 Assess whether your discretion serves your long-term reputation goals or unintentionally creates distance from your audience.

Low-profile: to be or not to be
A C-suit strategy dilemma

Understanding whether a low-profile strategy works for your company—or if it’s time to adjust—requires a structured approach. Use this framework to evaluate and refine your strategy:

1- Strategic alignment with business goals
Why adopt a low-profile approach?
Explain how this strategy ties into achieving specific goals, such as building credibility, gaining stakeholder trust, or avoiding unnecessary scrutiny. For example:

  • Tetra Pak’s invisibility to end consumers allows it to focus on B2B innovations.

  • Kering’s discretion gives its luxury brands autonomy while protecting its corporate identity.

Key message: highlight how being low-profile enables focus and resource optimization to achieve core business goals.

2- Competitive advantage
Executives would be interested in understanding:
How does this approach help us outperform competitors? Provide examples where being less visible offers strategic benefits, like:

  • Deezer’s niche focus allows it to compete with global giants by excelling locally.

  • A low-profile reputation can protect innovation pipelines from competitors or media scrutiny.

Key message: a low-profile strategy creates differentiation by delivering unique value to specific audiences.

3- Risk management
Does this reduce or increase our exposure to risks?
Highlight how discretion minimizes public backlash, allows for quiet course corrections, and protects the company’s reputation during sensitive transitions. Example:

  • Kering’s low-profile as a parent company shields it from direct association with brand-specific controversies.

Key message: a low-profile approach can serve as a buffer, reducing reputational risks while providing flexibility to adapt.

4- ROI of low-profile strategies
How does this strategy impact ROI and long-term value?
Discuss measurable outcomes like:

  • Tetra Pak: sustained market dominance in food packaging, trusted by B2B stakeholders globally.

  • Deezer: growth in regional market share without overspending on global campaigns.

Provide data-driven insights to show how focusing on specific audiences delivers better returns compared to broad-based visibility efforts.
Key message: being low-profile can improve efficiency, loyalty, and long-term profitability.

Got this from someone else? Don't be shy 😎 

Goal: Highlight the power of localized strategies in reputation-building

3. Eating (or listening) around the edges

Deezer takes a different approach in the highly competitive streaming industry. Instead of attempting to rival Spotify or Apple Music globally, it focuses on regional markets and cultural relevance.

STRATEGIC ANALYSIS

Core strengths
Deezer’s localized campaigns, such as “Deezer Originals,” showcase regional artists and resonate deeply with specific audiences. This focus has helped them discover niche markets where global competitors don’t dominate. Not a coincidence… Netflix's strategy in the early days was very similar. There's nothing new under the sun, right?

Why low-profile works
Deezer avoids the costly battle for global supremacy by staying niche and strengthening its position in culturally relevant markets.

Gen Z perspective insight
Gen Z appreciates authenticity and personalization. Deezer’s emphasis on local artists and cultural nuance aligns with their desire for meaningful connections.

LESSONS

  1. Being niche and focused can be a strength in crowded markets.

  2. Hyper-local strategies build loyalty by addressing specific audience needs.

💡 Explore whether a regional or niche focus could help you strengthen your market position and reduce unnecessary competition.

❝

Reputation is earned in whispers and maintained in silence, but its impact echoes loudly.

Unknown author

Wanna recommend Reputation.Inc? Share this email or…

🧠 Keep in mind!

In this edition, you gained insights into:

  • Tetra Pak’s strategy shows how innovation and sustainability can quietly build trust and a strong reputation in a niche market.

  • Kering Group’s balance, where discretion as a parent company creates flexibility, must be paired with transparency to meet evolving consumer expectations.

  • Deezer’s localized approach demonstrates how focusing on cultural authenticity and niche audiences can strengthen reputation even in competitive global markets.

  • For your brand or company, a low-profile strategy can be a powerful choice when intentional and aligned with your goals. Understanding when to stay quiet and when to step forward is key to long-term success.

Recommended content: 

📖 to read: How Each Generation Finds New Brands in 2024, Forbes, 2024. All generations care for reputation in a way. Boomers, 73% rate brand reputation as their top criterion; Gen X, 68%; and, believe it or not, Gen Z, 40% (placing brand reputation high on their list);

📺️ to watch: WeWork: Or the Making and Breaking of a $47 Billion, Prime or Hulu, 2021. You’ve changed so much… WeWork is an excellent example of a non-strategic transition from a low to a high profile since they didn't consider the risk points along the way. Although you might know the story, it's worth watching from the reputation perspective;

🎧️ to listen: How Shein Won Over The Gen-Z Shopper, Let's Do Shots Podcast, 2021, an 8-minute episode about Shein’s strategy of initially staying low-profile, allowing them to establish a dominant position within a specific, highly influential demographic before expanding visibility. It reflects a calculated balance between reticence, trend responsiveness, and leveraging Gen Z’s unique characteristics.

Join the conversation!

I’d love to hear your thoughts on this edition!

Moreover, how are you planning to enhance your personal or professional reputation this month? Did any of the tips resonate with you or inspire a new approach?

Leave a comment: share your reflections, experiences, or questions. Your insights could spark valuable discussions and be featured in our next edition!

I’m always eager to hear from readers and learn about your journey.
Just reply to this email 😀 

Let the year begin!

Manuella Borges
The editor

📲 Let's connect on LinkedIn

About the Editor
Manuella Borges is a reputation leader with over 10 years of experience helping companies and executives perform to their best promises. Lover of good stories and curious about the origin of - almost - everything, she is a lifelong student of people, history, philosophy, brands, markets, and business. All these references come together in the series ;)

Reply

or to participate.