We have a lot to look forward to in 2025—most of all, brands that will continue to use their history and heritage to drive their businesses forward. Heritage management, the practice of taking an organization’s collective memory and using it to systematically tell a compelling, authentic and relevant story, requires an integrated and intentional marketing effort. As reflected in our report “The Heritage Gap,” which we released in October last year, heritage marketing is vital to ensuring the success of iconic brands. Whether it’s Hennessy, DEWALT or Jaguar, consumers are witnessing the evolution of century-old brands while celebrating their track records of innovation.
In 2025, we predict three major trends that will reshape how brands leverage their heritage. While authenticity, community and nostalgia remain pillars of heritage marketing, these shifts reflect deeper transformations in consumer expectations, brand trust and the evolving role of technology. Companies that embrace these trends will position their heritage as a strategic advantage, deepening connections with customers and reinforcing brand resilience.
1. Get Personal
For years, brands have built community to foster loyalty and engagement. While we expect this trend to continue into 2025 and beyond, the focus is evolving toward personalized relationships. “The Happiness Lab” underscores this shift, showing that sustained happiness and well-being are more closely linked to meaningful personal connections than they are to broad community ties.
Heritage marketing is well-suited to this changing tide. For its centennial last year, the iconic power tool brand DEWALT focused on the people behind its products as the heroes for its milestone anniversary. Starting with founder Raymond DeWalt, whose signature became a defining design element of the celebration (including on a NASCAR wrap), this resulted in a multipronged campaign engaging employees and pros and celebrating 100 years of world-builders. The milestone celebration not only highlighted the brand and its history of innovation but also fostered individual relationships and one-on-one experiences for customers and employees.
Takeaway
Personalize the Past: Use archives and brand history to tell stories where customers see themselves as the heroes. Building personal, one-on-one experiences allows customers to participate, share and contribute.
2. Brand Reputation Amid AI
If 2024 was the year of authenticity, 2025 will be the year of reputation. While authenticity remains important, brands should recognize that even amid the headwinds of emerging technology such as AI, a strong reputation can weather missteps. Consumers are becoming more attuned to the polished (and sometimes hollow) nature of AI-generated content and demanding more from brands.
Consider Coca-Cola’s recent AI-generated holiday campaign. While the use of AI art to reimagine its iconic polar bears drew criticism, Coke’s long-standing association with the holiday season and reputation as an advertising innovator allowed it to withstand the backlash, because its reputation as the “brand of Christmas” is unshakable.
Similarly, Jaguar’s foray into electric vehicles with its Type-00 concept car leaned on its reputation for luxury and craftsmanship to bridge the gap between the past and the future. By anchoring its latest innovation in heritage, Jaguar reassured its customers that the brand’s quality and prestige would remain intact even in a new era of electric mobility. While we don’t yet know what this will mean for Jaguar’s bottom line, customer loyalty to the luxury vehicle brand will require some sustained nods to heritage to tell a fuller story.
The message is clear: Brands that have invested and built their reputations over time are better positioned to withstand creative missteps or changes in consumer sentiment. Companies that stay true to their brands’ origins while pushing innovation will have the flexibility to take risks and the resilience to recover from them.
Takeaway
Fortify Reputation: Lean on heritage to bolster brand reputation. When exploring AI-driven creativity, ground new campaigns in enduring values and historical credibility.
3. Relevance for the Present
Nostalgia has been a dominant force in heritage marketing for years, and while it still plays a role, it’s being redefined in 2025 as brands seek relevance for the present. Brands will no longer rely solely on sentimental throwbacks; instead, they will use their heritage to demonstrate ongoing social relevance and cultural impact.
For decades, Hennessy marketed itself as a status drink for the very wealthy. In its recent “Made for More” campaign, the luxury cognac brand acknowledged this reputation and turned it upside down to make the drink resonate with a new generation. Young and hip celebrities creatively use the spirit as a mixer at grand parties, expanding its appeal to the young and those who prefer cocktails to neat drinks.
Old Navy’s brand revival with a nod to ’90s fashion, as well as the embellishments of today’s style, was more than a nostalgia play. It reasserted the Gap Inc. retailer as “a brand that invites everyone to come play with style. The democratization of style and accessibility of the fashion line connected with a younger generation to not ‘take [themselves] too seriously.’”
Other brands have mastered this concept of “historical purpose for present relevance.” Estée Lauder’s pink ribbon campaign, created to support breast cancer awareness, has grown into a global movement that remains highly relevant today. Estée Lauder has maintained its relevance for decades by tapping into its legacy of purpose-driven initiatives.
American Express has done something similar with Small Business Saturday, a program that began as a way to support small businesses but is now a key cultural moment in the holiday shopping season. Originally a response to the rise of Black Friday and Cyber Monday, Small Business Saturday has grown into a cultural movement that reinforces Amex’s reputation as a champion of small businesses.
Takeaway
Demonstrate Relevance: Move beyond nostalgia and focus on legacy-driven relevance. Tie past achievements to present-day cultural moments or issues, such as sustainability or social justice.
These shifts aren’t merely tactics; they reflect broader consumer expectations. Heritage marketing has never been about looking back—it’s about using the past to remain relevant, reputable and relatable. Companies that can do this will strengthen brand loyalty and future-proof their relevance in a rapidly changing world.