Unicorns vs. Zebras: Rethinking Growth in Business
For decades, success in business has been measured by speed, size, and scale. The faster a company grows, the better. The bigger the valuation, the more impressive. The more markets conquered, the more legitimate.
This obsession with rapid expansion isn’t just a business problem—it’s a cultural one.
Why Are We So Obsessed with Scale?
It’s everywhere. Bigger, faster, more.
In business: Growth at all costs has been the mantra—more users, more funding, more market domination. Anything else is considered stagnation.
On social media: More followers = more influence. So, we chase vanity metrics instead of meaningful engagement.
In wellness culture: Every hack and optimization trick promises we can fit more into our days, but at what cost?
In consumer culture: More clothes, more gadgets, more Amazon orders. Yet trends like minimalism and quiet luxury are showing that people are starting to value quality over excess.
We’ve been taught that scale = success. But what if we’ve been getting growth all wrong?
Unicorns vs. Zebras: The Showdown
For years, business success has been defined by Unicorns—those mythical startups with inflated valuations that are poised to be the next Google.
Unicorns:
Prioritize rapid expansion and market dominance.
Rely on massive venture capital investments to fund hypergrowth.
Often chase valuation over profitability, sometimes burning through cash unsustainably.
Tend to focus on short-term wins rather than long-term resilience.
…But here’s the thing: unicorns don’t exist. Zebras do.
Zebras:
Balance profit with purpose, growing intentionally rather than exponentially.
Focus on sustainable growth, putting customer loyalty and community at the core.
Pursue profitability without sacrificing ethics or social impact.
Build brands that evolve continuously, fostering deeper connections over time.
The Birth of a New Growth Mindset
In 2017, four visionary women—Jennifer Brandel, Mara Zepeda, Astrid Scholz, and Aniyia Williams— coined ‘zebra’ as a new movement to rival the unicorn-obsessed VC world in their manifesto, Zebras Fix What Unicorns Break. Frustrated with the hypergrowth startup culture that prioritized valuation over value, they championed businesses that are both profitable and good for society—a direct challenge to the “growth at all costs” mentality that dominated Silicon Valley.
Over time, this shift away from hypergrowth thinking gained traction, as both businesses and consumers started to question the obsession with scale over sustainability. By 2024, futurist Kevin Kelly built on this evolving conversation with his concept of Type 1 vs. Type 2 Growth:
Type 1 Growth = More. More users, more revenue, more products. Growth for the sake of growth.
Type 2 Growth = Better. Better products, better experiences, deeper relationships. Growth that improves rather than just expands.
Zebra brands embody Type 2 Growth, prioritizing longevity over speed and depth over scale.
In her recent report Growth², strategist Zoe Scaman points out how this shift is showing up everywhere, from TikTok’s “undersumption” trend to luxury brands questioning whether financial success should still be tied to sheer volume. What was once a niche movement has now become a real alternative to the over-bloated Unicorn chasing, and businesses that embrace this shift are experiencing the benefits.
Are Zebra Brands Actually on the Rise?
Yes—and it’s not just a niche founder philosophy anymore. Several major economic and cultural shifts are fueling the Zebra mindset:
Less Access to Venture Capital – The golden era of VC-backed hypergrowth is dwindling at the moment. Investors are getting more cautious, and companies need to prove sustainable profitability.
Founder Burnout & The Anti-Hustle Movement – Many entrepreneurs are rejecting "scale at all costs" in favor of more intentional, fulfilling business models.
Shifting Consumer Behavior – Customers are valuing ethical businesses, conscious consumption, and brands that create meaning—not just products.
Regulatory Crackdowns on Big Tech – Governments are challenging monopolistic practices, making it harder for unicorns to maintain dominance through sheer size alone.
The market is correcting itself, and businesses built for endurance—not just explosive growth—will be better suited to thrive. The Unicorn vs. Zebra comparison isn’t just about startups either —it’s about short-term speed vs. long-term sustainability. Established companies are also at a crossroads, and the most future-proof brands are embracing this new mindset. Here’s a few brands that embody the Zebra mentality:
Hiut Denim – Revived a struggling small-town denim industry by focusing on craftsmanship, sustainability, and slow fashion rather than mass production.
Patagonia – Built on sustainability, activism, and a commitment to ethical business. A brand that stands for more than just selling jackets.
LEGO – Nearly went bankrupt trying to expand too fast. When it returned to its core values of creativity and quality, it became stronger than ever.
Glossier – Paused rapid retail expansion to focus on customer loyalty and deeper community engagement.
Why We Champion Zebras
At Young & Co., we’re all in on the Zebra ethos. We believe in building Brand Universes—expansive ecosystems that evolve continuously, fostering deep, lasting connections with customers. Rather than chasing trends or unsustainable growth, we focus on helping brands:
Craft a distinct POV that stands the test of time.
Create ownable experiences that build community and loyalty.
Grow sustainably, ensuring long-term success over superficial wins.
The brands that win aren’t the ones that scale the fastest—they’re the ones that build something worth sticking around for.
The Shift Toward Sustainable Success
The rise of Zebra brands signals a bigger shift in how we define success.
It’s no longer just about scale. It’s about staying power.
By embracing sustainable growth, prioritizing impact, and continuously evolving, Zebra brands aren’t just succeeding in the moment—they’re building legacies that last.
Maybe it’s time we stop chasing unicorns, and start running with the zebras.
