Today’s most successful brands aren’t simply celebrating their pasts. They are also proving that their legacies are ongoing stories that shape the world today.

Costco: A Legacy of Inclusion

As some companies scale back their commitments to diversity, equity and inclusion (DEI), Costco is standing by its DEI commitments and staying true to principles embedded in its culture since its founding in 1976. Long before DEI became a corporate buzzword, Costco built its business on the belief that treating people respectfully and equitably isn’t just good ethics—it’s also good business, fostering creativity, innovation and customer satisfaction. Early on, Costco also established its inclusive “keep costs down and pass the savings on” philosophy, starting with small businesses.

Costco’s consistency sets it apart, and its approach to inclusion is proof that long-standing values remain relevant in today’s social landscape.

Photo courtesy of Costco.

Levi’s: Reinventing Heritage for a New Generation

Levi Strauss & Co. has long been synonymous with American craftsmanship and durability. Rather than relying solely on its legacy as a workwear brand, Levi’s has continually reinvented itself, ensuring that its designs speak to modern fashion trends without losing their classic appeal. The brand’s recent collaborations with artists, musicians and streetwear influencers underscore its ongoing social relevance and cultural impact. This past fall, Levi’s partnered with Beyoncé in a campaign to reimagine past iconic Levi’s ads while showcasing some of its latest styles under a “Live in Levii’s” collection named after the song “Levii’s Jeans” on her latest album.

Photo courtesy of Levi’s.

Takeaway: Use the Past To Stay Present

Heritage marketing has never just been about looking back—it’s also about using the past to shape the future. As we move further into 2025, successful companies will focus on legacy-driven relevance and connect their histories to contemporary culture in a way that feels authentic and forward-thinking.

Here’s what brands can learn from those leading this trend:

  • Stay true to core values: Reinforce what has always made your brand stand out amid shifting trends.
  • Bring heritage forward: Modernize your brand’s messaging in a way that honors heritage yet connects with current cultural moments, trends and trend makers.
  • Use legacy as a platform for action: A strong history fuels present-day impact. Whether through sustainability, inclusivity or cultural leadership, brands that actively demonstrate their historical purpose will remain relevant for years to come.

How can you keep your brand’s heritage relevant today? Let’s talk.

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