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Our free report uncovers new consumer

research and strategies that top leaders are using
to future-proof heritage brands in today's market.

What Does It Cover?

Exclusive interviews with heritage brand leaders and original consumer research revealing what today's audiences actually want from heritage brands.

1

How Gen Z
Sees Heritage

2

What Consumers
Really Value

3

Balancing Trends
& Heritage

4

Future-Proofing
Heritage

"When people are living through massive change,
they want something solid - something to hold onto.
People have built and sold companies for 30yrs,
there aren't many that really endure."

ALEX ELLISDON

Osprey, Co-Founder

 
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We Asked The Public

What matters most to you about the brands you prefer?

 

We're already seeing this play out in consumer attitudes. When we asked people what matters when it comes to brands they prefer, the qualities that typify heritage brands score very highly.

Despite the relentless hype cycle, and our survey audience skewing younger, brand attributes like 'on-trend' and 'innovative' mattered significantly less.

Trustworthy
 
Quality
 
Sustainable
 
Authentic
 
Relevant
 
Ethical
 
Exciting
 
Iconic
 
On-trend
 
Innovative
 
Enduring
 
Values-led
 
0 25 50 75 100
THE REPORT DRIVERS

What Does The Report Cover?

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Hype Fatigue

We asked people what matters more when choosing a brand - something new that everyone's talking about; or something that's been around for a long time?

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Synthetic Overload

Brands that are more human and more authentic will be more compelling. Brands that have humans at the heart of their processes and products and story.

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Culture Flattering

We live in a world where our cars, clothes and even our faces are starting to look the same. This flattening can be seen in almost every area of life.

THE REPORT DRIVERS

Where Did You Hear About
Brands Your Love?

How can your brand be discoverable to new audiences, not just pushed at them? Our researched show that social influence is the biggest driver amongst loved brand discovery.

38%

38% of people we interviews said that they found the brands they love through social media.

20%

20% of brands we love are loved because we grew up with them.

8%

8% of people we spoke to said that they found they're favourite brand through advertising

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Get The Future Of Heritage Report