Is your brand 'quiet' enough?
In an over-saturated, always-on world, how can brands deliver ‘quiet’ that cuts through the noise?
We’ve all heard of ‘quiet’ luxury’. Think the £440 black cashmere Loro Piana baseball cap worn by media empire heir Kendall Roy in HBO's Succession, or Gwyneth Paltrow sporting iconic 'stealth wealth' brand The Row to go to court.
Understated 'post-logo' elegance has come to define a more thoughtful-form of status-led consumption. Classic styles and techniques cue quality and longevity for those seeking investment-worthy purchases. And a pared-back aesthetic allows the tangible beauty of both product AND consumer to shine.
But the desire for '‘quieter' products and experiences doesn’t stop at luxury fashion...
forget Barbie pink - Margot Robbie's pearlescent manicure is the epitome of effortless good taste and health
The Millennial obsession with 'turning off and tuning in' is well-established – from embracing wellness and practicing mindfulness to ‘getting back to nature’.
Why? Well, cities have never been louder. According to the United Nations Environment Program, 90% of New Yorkers are exposed to noise levels exceeding the recommended decibel limit; while in the EU, noise pollution affects one in five. And let's not forget the relentlessness of digital 'noise' for the average person who spends 4.8 hours a day on their mobile. Coupled with the sheer 'volume' of brand communications that expose the average American to 4,000 - 10,000 ads daily.
In this context, consumers are looking for new ways to focus. To make space to feel and think, to develop and decide, to savour the details and make meaningful (re)connections that they might not otherwise notice. Today, ‘quiet’ isn’t just an attribute – it’s a philosophy and a lifestyle.
For brands, it may not be obvious how to meet this desire for ‘quiet’ and still get noticed. When the world gets noisier, the temptation is to try to shout the loudest… But one thing is certain – when peace becomes a premium, we must find better and more creative strategic solutions to deliver it.
Whilst ‘quiet’ once meant unplugging - today, technology is becoming a more active participant
Why? Because consumers want - and demand - the best of both worlds. That means technical functionality, which serves their emotional needs. Seamless experiences that empower them to be simultaneously on- AND off-line.
Post-pandemic, and in the context of diminishing privacy, the home has become a cherished space for retreat and reflection. Hence the rise of “house hushing” - a warm minimalist approach that has the analogue romance of cottagecore without the kitsch, and the cosiness of hygge but with plenty of space to breathe.
In this context, more and more home appliances are reaching for the ‘quiet’ technology standard set by Dyson. The QuietMark website features an exhaustive range of household tools, including everything from electric toothbrushes to breast-pumps, which “support peaceful living”. And they each demand a premium price accordingly.
OralB’s premium iO range fits seamlessly into consumer routines, powered by micro-vibrational functionality too subtle to hear
It’s not just millennials who are craving ‘quiet’ - Gen Z are finding ways to "switch off" WITHOUT going offline…
Contrary to what many expect, B12 conversations with Gen Z reveal no signs of digital exhaustion. As native users, able to adapt at the rate of change, they are empowered by the boundless potential for creativity, information, and personalised navigation available online.
Nonetheless, Gen Z’s focus on the cultivation of good mental health means they are also committed to creating ‘quiet’ spaces for vulnerability and self-development.
Be that through embracing safe communities and serene experiences online by spending time in a closed social network environment like Discord and practicing yoga in the metaverse. Or ‘dopamine detoxing’ by taking up ‘silent walking’ (going for a stroll without headphones) and then jumping back online to tell everyone about it on TikTok.
For luxury technology, ‘quiet’ is both a key proof and benefit of innovation
From the muted solid click of a clasp opening to the hushed service of a world-class restaurant, luxury mechanisms traditionally operate at a low volume to communicate respect and facilitate ease.
so peaceful you could hear a pin drop - super-luxury hotel group Aman's Aegean elevated neo-classical minimalism takes a backseat to the restorative powers of natural scents and light
When it comes to the internal workings of luxury, consumers either want to know EVERYTHING about the exquisitely effortful production of their watch, handbag etc. or NOTHING at all.
Silent technology represents innovation that - in its mystery, ambition, and capacity to grant wishes - has one foot in science and the other in magic.
So what does ‘quiet’ luxury technology offer beyond fewer distractions? Much, MUCH more. Electric vehicle brand Polestar promises to deliver “silence in a noisy world”. But that's just for starters. Its campaigns capture the effortlessness and expansiveness of ‘quiet’ movement, which enables its drivers to cover vast physical and emotional terrains without encountering (or creating) disruption.
with a stark monochromatic binary palette and the sound of rushing air, the 2022 Polestar II "Pure" campaign communicates limitless movement, the power of discovery and rare joy of unspoilt terrain
'Quiet' luxury technology speaks the language of sustainability and spirituality too
With its commitment to 'Pure Design', Polestar creates another compelling connection - between ‘quiet’ and sustainability. You can see how it works. Industry is, traditionally, noisy. Nature? Nature is not.
Net-neutral and zero-impact are widely understood sustainability mechanisms. And while silence, in this context, is primarily a symbol, it's a powerful one. Especially when paired with a streamlined or lightweight design that signals reduced environmental impact.
Meanwhile, in China, a top-of-the-line range of noise-cancellation headphones by Xianmi provides a route to spirituality through silence. Its design draws on the visual language of the Zen garden to communicate purity of sound, focus and contemplation. By doing so, it brings together ancient philosophy and the desire for harmony with ourselves, each other and the planet, tapping into one of the better-established sustainability levers that B12 has found in the Chinese luxury market.
ripple motifs, stone-shaped headphone cases and a graphite-coloured box imbue contemporary technology with the power of Zen
Gen Z are proving that ‘quiet’ can be fun too
It’s not easy to cut through a crowded market, but a host of next gen brands have done so by promising a moment of clarity in ‘noisy’ categories.
Cleaner products, streamlined formulations, tightly-curated portfolios, minimalist packaging, effortless imagery and low-key messaging are not literally ‘quiet’ – but this understated approach speaks the language of conscious ‘less is more’ consumption.
from affordable brands like The Ordinary to the wellness luxe lifestyle of Goop, 'quiet' Millennials brands have an immediately recognisable aesthetic
Gen Z are taking this ‘quiet’ brand philosophy and giving it a playful twist. In skincare, that means retaining the pared-back fonts and single-ingredient focus of Millennial brands while turning up the colour and scent/taste volume. While, in the booming non-alcoholic beverage category, they are taking the enlightened language of ‘mindful’ drinking and giving it an energetic spiritual boost with psychedelic colour ways and new age adaptogens.
Gen Z 'quiet' branding leverages focus as a platform for freedom, expression and (even) indulgence
"Less is more" isn't just a design tactic - it's a strategic mindset
In a world of Chat GPT scripts and MidJourney imagery, digital products and 3D-printing, social broadcasting and new routes to market, everyone can be a maker and anyone can (and does!) have something something to say.
In this new world, being selectively quiet speaks volumes. And brands, more than ever, need to apply a smarter 360° ‘less is more’ approach.
Cut the noisy chaos by:
Streamlining your outsized portfolio - because if you can't navigate it, you can be sure they won't
Laser-focusing your core benefit/JTBD to empower brand and SKU standout on shelf (and beyond)
Identifying precisely the right ambassadors and channels to be relevant, not just present – and sticking to them!!!
Or you could work with an agile boutique agency that loudly delivers consumer-centric 'quiet' strategies.
Contact our (not-so-quiet) CEO at judith@b12strategies.com.