Executive Summary
In this 2024 study History Factory conducted with Certus Insights, we set out to answer whether the history and heritage of brands are important to customers, employees, and job seekers and whether brands are publishing enough history-based content to meet the demand.
Our experts analyzed the findings of our survey of 1,000 U.S. adults representing a wide cross-section of the country, combined with a cross-analysis of 20 of the most recognizable brands, to create the History Factory Brand Heritage Index. This scoring system captures consumer perceptions of those brands, the effectiveness of historical content on social media, and each company’s heritage management infrastructure. What we found was:
- 74% would be interested in stories on social media about a brand’s founding origin.
- Employees feel that knowing their company’s history helps them make better decisions (88%).
- More than 80% of job seekers think that a company’s history of innovation is important to their decisions, and 92% are looking for a history of stability.
- Of the 20 companies, 13 published fewer than 10 heritage posts in 2023. That’s less than one per month.
- Disney ranked number one on the Brand Heritage Index, turning its history and heritage into new and engaging content that brings consumers back again and again (with an index score of 80).
- Other standouts include BMW (61), Microsoft (57), Nike (57) and Mercedes-Benz (56).
Why Are People Craving Brand History?
Authenticity is a major motivator for customers. Our study found that 83% of customers trust companies that have been in business for a long time. However, time isn’t the only factor. A brand represents a relationship, and customers trust brands they know. What they’re looking for in brand history is authenticity.
At a time when community seems particularly hard to find, history offers a chance to tap into the feeling that we’re all connected. Thinking about the past can’t address this lack of community on its own, but research is finding that it can help.
“Nostalgia is bittersweet, but more sweet than bitter,” writes Dr. Clay Routledge in his Harvard Business Review article “The Surprising Power of Nostalgia at Work.” To put it another way, nostalgia is one of the ways we make meaning, especially when times are tough. It motivates us to contribute to the world in positive ways.
Download the full Brand Heritage Index Report to learn more by submitting your information below.